Initial Spark

Initial Spark brand design. Creating a coherent and professional brand for a boutique software development consultancy.


Brand designer


December 2019


12 hours

The client

Initial Spark are a boutique software development consultancy based in Leeds, UK. They work with clients across a range of industries, such as in healthcare for NHS Digital, and in finance for the likes of Capita and Provident.

They have become an integral part of the northern digital scene and are frequently presenting and educating others at events and hackathons. It's highly unlikely that you won't have interacted with a service that Initial Spark haven't played a part in building (if you live in the UK, that is).

I worked with their founders (and brothers), Sandeep and Tal, on long-overdue brand refresh. The brief was simple: to reflect their approach when solving problems for their clients. 

The end result was an identity that was bold, sharp and professional.

Initial Spark personalities. Simple, professional, bold and trustworthyInitial Spark logo


A core part of the solution was to create a symbol that embodied the idea that they provide the spark that their clients. It was important to reflect the duality in the logo, representing both

Negative space was used in conjunction with triangular shapes to create a bolt shape ala Gestalt. The goal was to keep this logo as simple and sharp as possible, but keep it unique. This was achieved through a slightly-off symmetry between the top and bottom half of the logo.

A range of ideas were explored, some of which you can see below.

Initial spark logo concepts
Initial Spark wordmark concepts
Initial Spark final concepts


Flexibility of use was massively important when considering a typeface. In the kick-off workshop I facilitated, we listed a range of use-cases. We knew we needed a high-quality Webfont that was as comfortable on print (e.g. on banners at events) as it was on digital assets (e.g. slides, website).

The founders preference was for a neutral, geometric typeface that worked well with their palette. We opted for Nexa, from the folks over at the great Font Fabric.

What stood out to me about Nexa was the punchy font-weights (in particular, heavy), which would work well as display fonts. We also liked it's uniquely shaped lowercase 'g', which stopped the typeface from becoming a neutral, geometric, sans-serif.

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