Beyond Group rebrands to Beyond
Beyond Group, comprised of strategic data solutions consultancy, Beyond Analysis and compliance risk consultancy, Beyond AML, rebranded to Beyond: Putting Data to Work Ltd.
Working with branding agency, Creative Services, Beyond Group rebranded to reflect the company’s desire to further embed its philosophy into the heart of each of the group businesses.
The name was chosen to represent of what the company really does. Both Beyond brands aim to give clients the power to effectively leverage their data to unlock business value and potential. The name also reflects the need for businesses to be proactive in using data as a competitive advantage.
The rebrand also aims to convey the ability of Beyond to simplify data and it to make it accessible for everyone in the business.
“This rebrand goes far beyond a logo refresh. By applying the Beyond: Putting Data to Work belief that ‘data reveals where a business is and where it can go’ we’ve created an authentic and adaptable signature that symbolises their business growth” says Lee Buffham-Wade, director of Creative Services
Inspired by the team’s work towards improvement, the identity is shaped around the concept of infinity. The symbolic ‘B’ brandmark is a stylised letter B that plays on its similarity to the infinity symbol and its representation of limitlessness.
The wordmark also aims to reflect the brand’s people-centric expertise, underlined by the ‘approachability’ of the lowercase lettering. This is further enhanced through the people-focused images, which are overlaid with brand colours to emphasise transparent working practices and relationships.
“Our businesses have always been about the art of the possible and delivering more for our clients. This is a symbol of the evolution and journey we embark on with our clients, where good just isn’t good enough. The continuity across our brands and logos is reflective of the 15+ years we have invested in developing our proposition and they have been carefully designed around the concept of infinity and our more human approach to data,” says Paul Alexander, CEO of Beyond.