Sundus Altalib: Business Partners Limited: Company Rebrand

Utopia was approached by Business Partners to rebrand and reposition the over 30-year-old organisation. Business Partners Limited is a specialist risk finance company for formal small and medium enterprises (SMEs) in South Africa and selected African countries.

They needed to breathe new life into their company and so we moved them from the 80s into the 21st century with bold colours and simple, classic branding. The concept behind the logo reflects the crux of who Business Partners are and who they aim to serve: the entrepreneur.

Affectionately referred to as ‘square pegs in round holes’, entrepreneurs work against the grain. They are the exceptional few who see the world not for what it is, but for what it could be.

At first glance, viewers will notice that one of the stylised objects is different from the rest. It stands out, and is one of a kind – the square peg in the sea of round holes. This reflects not only the entrepreneurial qualities of the target market, but of Business Partners itself.

The ‘twist’ of the square peg further emphasises the distinctive, mould-breaking character of the entrepreneur.

The logo reflects the rarity of people who possess the qualities of an entrepreneur and that they are special. They are different. They are square pegs. And much like Business Partners, entrepreneurs are the leaders and pioneers of the pack.

The colour palette comprises blue and orange. Blue, as the predominant colour, represents expertise and trust. The square icon is a vibrant orange, and like the entrepreneur that it represents; it is bold and distinctive.