Qwinn Business Partners
A visual identity for a supply chain consultancy — then a rebrand, evolving the mark from Qwinn Consultancy to Qwinn Business Partners without throwing away what people already recognised.
Qwinn turns supply-chain strategy into results — optimising processes, building resilience and acting as an extension of their clients’ leadership teams rather than outside advisors. I was brought in to give that expertise a face.
Then the company rebranded — Qwinn Consultancy became Qwinn Business Partners — and the existing logo no longer matched the name above the door.
The new name signalled a shift from advisor to strategic partner, and the mark had to follow. But the original identity already carried real recognition with existing clients. Starting from a blank page would have thrown that equity away; the brief was to evolve, not erase.
Evolve the language, don’t replace it.
Building on the identity created for Qwinn Consultancy, I redesigned the logo to fit the Qwinn Business Partners name. By carrying the original visual language forward rather than discarding it, the brand keeps its continuity while better reflecting Qwinn’s position as a strategic supply chain partner — the same Qwinn, levelled up.
Clarity, structure, and a mark that survives a rename.
The gradient globe — Qwinn’s original nod to worldwide service — survived the rename. It’s the one shape clients already read as “Qwinn,” so it stayed; only the blues deepened into the Business Partners palette.
The logic: the gradient globe and core letterforms carry across both names, the original Silver Lake Blue deepens into a more authoritative navy, and Gothic A1 leads with Roboto in support. Recognisable at a glance whether it reads Consultancy or Business Partners.
From Consultancy to Business Partners.
Where the rebrand is heading.
A forward-looking concept site that takes the Business Partners identity into motion — the deeper navy, the gradient globe, and a voice built around turning strategy into results.
Visual identity and logo design for Qwinn Consultancy, then the rebrand to Qwinn Business Partners — owning the brand end to end and making the call on what to carry forward and what to refine.