Vaughn Group

In early 2020, Katiko was tasked to create the Brand Identity (the visual aspects of a brand) for this new start-up. After interviewing the founder and immersing ourselves in their capabilities we began zeroing in on the big picture of their process. The individuals they serve feel somewhat stuck — they want to experience breakthrough. Or they’re smart and know they need outside help as they navigate uncharted territory. They all want to get from their perceived “A” to the ideal “B.”

The logo mark is clearly a “V” for apparent reasons, but the series of points that span from one end to the other and merge together at the base of the “V” represent the scores of conversations, moments, and partnerships that bridge the gap, creating clarity for their clients.

We knew it would be important for us to evoke professionalism with their identity while not feeling overly corporate. The Vaughn Group is going to unite urban professionals and creatives, so we wanted to make sure the identity appealed to both.

While the logo will primarily be used in black and white, the color palette features a muted blue (trustworthy/professional) and two muted greens (vitality/prosperity). Vaughn Group positions themselves as trusted guides in the professional world and represents the opportunity of growth and transformation to their clients.

The logotype (Forza bold) is a balanced font that pairs well with the bold strong angles of the logo mark while featuring some subtle round features (soft/inviting).