When clients talk with me about logo and brand marks, my passion takes over! Over time, however, I'm learning that not everyone is as passionate. But for those willing to listen, here is the meaning my personal brand emblem has taken on:

Starting with the 'J'...
• Amongst my different leadership capabilities, I observed that I naturally see others where they are meant to be functioning; going one step further by also 'pushing' them into their area(s) of calling. Hence why the 'J' resembles a hammer (at the top), but at the bottom, is reminiscent of a chisel. When both the hammer and chisel work hand in hand, moulding and formulation occur as by-products. In addition, the curvature of the 'J', also accounts for my extremely different but jovial approach in certain areas of my life. It is an implementation of my personality trait...It goes deeper than just looking nice.

Finally, the circle that lies at the foot of the 'J', is a representation of the gift(s) being mined out of the different people I have been called to be a blessing to; including past, present and future leadership roles.

• It goes without saying that, the brandmark (icon) itself, is very simply my initials (JK). But the manner and thought process behind its design is the differentiating factor that gives life to a 'simple' brandmark.

If you turn the 'K' sideways, you will notice a hanger without the hook. This symbolises my love for suits and formal wear. But more importantly, what I feel, is my calling in the area of business.

In conclusion, the two letters are an amalgamation of the two major arms that will drive me on for the rest of my life (Leadership & Business). The font created for the brandmark is majorly serif based (Is finished with strokes and lines) to give the entire icon a more formal finish. This is then paired with a refined sans serif (without strokes and lines) typography (the brand's written font). In a future post, I will explain how a logo system was created which ended up incorporating 5 different variants into the Joshua Komolafe brand. Each brandmark was made available in the 6 colours of the Joshua Komolafe colour palette (Blue #2BC8E4, Charcoal #14141B, Grey #46484D, Beige #BEB9B4, Cream #E1DFDD and White #FFFFFF). A special shout out to Startteck, the creative design agency that took time to hear me out and conjure up my personal brand design identity.

One thing to note, is that a logo is like an empty vessel. It takes on meaning as you intend for it to. As a brand consultant, I was able to direct the graphic design team; guiding them on what I wanted the end result to look like. Which is what I do for clients anyway. I was able to apply the same knowledge for the development of my personal brand identity. 

Also, because I have spent adequate time in the area of self-evaluation, lifetime projecting and purpose discovery and fulfilment, it wasn't hard for me to add meaning to the brandmark once it was done. 

The best way to bring a logo or brand identity to life, is to know the core values of the said brand. The value system will help dictate the look, feel and even nomenclature. When the right values are in place, a brand will be sustainable. Values help to keep brand owners focused, regardless of changes that might come in in the future. A brand's value system (things they wouldn't compromise on) is heavily linked to a brand's 'why'.

The end result you see now was well thought out and carefully implemented. It might appear simple but has a lot of depth and meaning to it. Because I have approached this in the right way, I might never have to change my personal brand again. Barring minor adjusmtnets, this is capable of outliving me.