Boss Creative Entertainment came to us with a multi-level requirement; two parts of one company with different brands. The main questions we had to ask were: is there a cross over between the brands/clients? Can both sides of the company benefit from an association with the other? Is it relevant to create one brand with two parts as opposed to the previous solution of two brands?
Only once theses seemingly simple questions were answered could we move forward. We initially needed to create an object/icon (a logo like Apple or Nike's tick) that could draw the two separate company elements together; BOSS Creative Entertainment and BOSS Talent Management. It was important to retain each arm of the company's individuality whilst also establishing it as part of the greater whole. Each arm needed to retain its own name, which highlights its speciality, each part needed to be identified through its variation within the new colour pallet and each needed to stand alone as required.
To create an iconic brand one must first understand what that brand needs to achieve. Not the wants of the individual designer, but the requirements of the product and its relevance to its market.