Anderson-davis, Inc. is a pioneer. Before terms like “workplace harassment” and “affirmative defense” were national buzzwords, company founder Stephen Anderson was already crafting innovative and engaging training programs aimed at building respectful workplace environments. Today, ADI is one of the world’s foremost providers of live and online compliance training, but their former logo (a red square) was less than groundbreaking.
What kind of logo could you design for a company that has no physical product and no suggestion of anything visual in its name? Initials or stylization of a company’s name is a common starting point. But how could initials possibly communicate the concept of building respectful, harmonious workplaces?
After countless hours of sketching and developing concepts, the answer became quite clear. Use the initials’ letterforms, and let the letters do the interrelating. The lowercase A and D form a strong continuation. As a result, they’re working together. Cooperatively. The lowercase I makes the design look a little more human, like a person looking toward the viewer. These forms take on a color spectrum which suggests a range of diverse employees—and males and females.