The Coaching Equation works with people at all levels, across Ireland, the UK and the USA to both improve and transform their leadership and management skills, with both coaching and mentoring being offered. The brief was to develop an identity for The Coaching Equation that was approachable and modern, yet structured enough to support the proven methodologies employed to deliver results. It was important that the new identity reflected both the founder’s personality (positive and results driven) and style (classic and with an edge), whilst positioning the company as a credible alternative to the primary competitive set who have advocated for very corporate identities.
The coaching equation is about discovering each individual’s happiness / success formula. As every individual is different, The Coaching Equation takes a holistic approach to uncovering the right combination and balance for that individual. To that end, the central idea around the logo is the ‘Power of Balance’. A script font is used to add a personal touch, reinforcing the approachability aspect. The lettering in the main word mark has been manipulated to play on symbols derived from mathematical equations and primary shapes, and elevates the results-driven nature of the advice on offer. The divider line reinforces the idea of the ultimate success formula and plays to the holistic approach taken by the company when working with the individual (professional and personal, happiness and success). The result is an identity that is precise and to the point, but with a very distinct personality.