E&E is a house of brands that serves as the parent company of almost ten different businesses. It was established in late 2021 by a courageous solopreneur.
E&E needed to be branded in order to make a difference in each of its subsidiaries' markets. First, we located a true north for our strategy by defining our values, target audiences, messaging and positioning, and then we sought a unique brand identity.
Not only a logo for a brand, the E&E logo would be used by many brands in a wide range of industries. This made it a major challenge to have a single logo but to attract many different types of personas at the same time. It was inevitable to create an extremely simple and robust brand, from its icons to the printed and digital media.
The name "E&E", stands for experience and expertise according to their website, and it had to be represented in the logo as a lettermark. The logo uses a big bold typeface to form a set of wings: a symbol of growth and ascent. To make the brand simpler and starker, the main color palette black and white. Less color and short taglines endowed E&E with an impressive masculine look for its predominantly male industries.