Building a Credible Visual Identity for Business ConsultancyBuilding a Credible Visual Identity for Business Consultancy
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Abrar A.'s avatar
Abrar A. Faiz
• Jun 24
Pitchplan.io is a London-based business consultancy helping founders find investors and prepare stronger business plans for interested parties.
The challenge was to build a visual identity that could feel credible for investment conversations without becoming cold, generic, or overly corporate. Since the brand speaks to founders, investors, and business clients, it needed to communicate trust, structure, and connection in a simple way.
The logo direction started from two core ideas.
The first was the hashtag: a symbol of numbers, trends, targeting, and discoverability. This connected back to the startup and business side of the brand, where visibility, positioning, and market relevance matter.
The second was the interlock: a visual reference for connection, PR, strategy, and relationships. Pitchplan is not just about documents or business plans. It is about connecting businesses with the right investors and helping founders present themselves with more confidence.
By combining these two ideas, the final mark became a clean interlocked symbol. It feels structured, balanced, and connected, while still being simple enough to work across stationery, pitch documents, invoices, business cards, and digital touchpoints.
The color palette was intentionally kept bright and optimistic. Mikado Yellow brings energy, ambition, and forward movement, while Sky Blue adds clarity, openness, and a more dependable business tone. Together, the gradient creates a brand that feels modern and startup-friendly, but still professional enough for consultancy work.
Typography was kept clean and wide to support the same feeling: modern, open, and clear. It gives the brand a confident voice without making it feel aggressive or overly formal.
The wider identity system was then applied across business cards, letterheads, invoices, corporate stationery, and digital presentation touchpoints. This was important because Pitchplan’s trust does not come from the logo alone. It comes from consistency. Every touchpoint needed to feel organized, polished, and ready for serious business communication.
The final identity positions Pitchplan as a consultancy that can help founders move from idea to opportunity with clarity, structure, and the right connections.
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