Wordmark
The original guide calls for clear space and a gradient globe, with exceptions for monochrome printing. The two existing identity assets show the change in name.
Client
Qwinn Partners B.V.
Sector
Supply chain consultancy
Year
2024–2026
Role
Identity & rebrand, end to end
Type
Gothic A1, Roboto
Scope
Logo, identity, rollout, concept
Context
Qwinn turns supply-chain strategy into results, optimising processes and acting as an extension of their clients’ leadership teams rather than outside advisors. I was brought in to give that expertise a face, first as Qwinn Consultancy and then through the rename that followed.
The challenge
Then the company rebranded: Qwinn Consultancy became Qwinn Business Partners, and the existing logo no longer matched the name above the door. The original identity already carried real recognition with clients, so starting from a blank page would have thrown that equity away. The brief was to evolve, not erase.
The insight
Evolve the language, don’t replace it. Building on the Consultancy identity, I redesigned the logo to fit the Business Partners name and carried the gradient globe forward, the one shape clients already read as Qwinn. The blues deepened into a more authoritative navy: the same Qwinn, levelled up.
The system
A recognisable foundation, evolved.
The Consultancy guide establishes the original logo, palette and typography. The current Business Partners case carries that language into a renamed identity and a separate website concept.
Original Consultancy palette
Silver Lake Blue
#6889C5
Outer Space
#434656
Bright White
#FFFFFF
Dark Jungle Green
#101E2B
The four colours specified in the Consultancy guide. They document the earlier identity, rather than overwrite the current Business Partners palette.
Typography
Gothic A1 and Roboto, with distinct roles.
- Gothic A1 Bold 700
- Titles, headings and important text
- Roboto Regular 400
- Standard body text
The retained globe
The globe links the earlier identity to the current case. Its gradient and directional forms are part of the original visual language.
Elements
The guide uses arrow and globe forms as supporting graphics. These original shapes show the system behind the logo, alongside the current applications below.
Current case palette
Deep Navy
#194064
Light blue
#C9E6F8
Ink Navy
#0E2233
White
#FFFFFF
The existing Business Partners case uses deeper navy tones. These are current case values, not specifications from the Consultancy guide. The 2026 website shown below remains a concept.
Applications
Reflection
The original guide and current applications show how the globe and typographic language carry through a name change. The 2026 website concept explores a further digital expression of that identity.
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