Bruce Foster left the Royal Marines and started his own business giving support and advice to other businesses via media, planning and coaching. As a former Royal Marines Commando, Bruce has a wealth of leadership and communication roles within the Royal Marines and NATO that he felt he could use to mentor other businesses.
Requiring his own brand for his business we were approached to design and develop the Alexandre Bruce look and feel, creating the visual identity and website with the management of printed brand assets. Our design process started with the key words ‘Simplifying Complexity’ in order to ‘make sense’ and ‘visualise’ some of the complexities that business face.
The design and creation of the Alexandre Bruce logo has been driven from Bruce’s desire within business to ‘simplify the complexity’, discussing these business attributes this direction allowed us to explore routes. Working with various sorts of spirals and scribbles in order to pull into a simplified shape, these initial thoughts were developed to then actually reducing it back to a simplified wave form (see below Alpha wave), before developing the ball container to hold the wave shape within. The final development to give distinction was the art working of the uppercase ‘E’ through his name, the break of the middle bar adding that extra nuance. Within the first ‘E’ sitting next to the ‘X’ and the negative space between provide a hint of forward arrow, to show progression.
Alexandre Bruce now has a visual identity that gives him distinction and allows him to brand and mark his media presence both online through his social media feeds via twitter, instagram and in print.
View his website Alexandre Bruce