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After over a decade of experience as an in-house SEO leader, Andrew Eagar started The Fractional SEO with the goal of bridging the gap between agency and in-house SEO resources. We reached out to Andrew about a possible services trade, since we needed SEO help on our website and he was in need of branding for his rapidly growing new business. Thankfully he was up for it! The goal for his branding was to convey the delicate balance that makes The Fractional SEO unique: an external senior level team that feels like part of your in-house network.
↳ Logo
↳ Brand Identity
↳ Proposal Deck
The Fractional SEO logo started with the “F” icon. Built from simple geometric shapes, the icon serves as a memorable mark that can be used in the primary logo lockup or on its own. The gestalt brandmark design mimics The Fractional SEO’s relationship with their clients. The SEO experts integrate into their client’s network, while remaining a separate entity. The logo typeface, Peasy, strikes the warm balance we were looking for with its subtle humanist touches like the angled cuts of lowercase ascenders.
We selected brand colors and typography in tandem with developing the logomark. The cool blues and punchy greens further communicate the balance we were striving for. We landed on a palette that feels tech-adjacent without being overly futuristic or cold, and conveys professionalism while retaining warmth and humanity. The bright orange color serves as a strong contrasting accent, used sparingly for design elements like buttons and callouts. The display typography reinforces the personal side of things with the soft boldness of VC Honey. The text typeface, Work Sans, was based on early Grotesque type and brings a bit of warmth to the often cold and stark sans-serif genre.
Once the logo and brand identity were solidified, we applied everything to a proposal deck template for Andrew to use when pitching new clients. This let us further define how to use the brand in practice, including developing guidelines around icon styles for Andrew to refer to when sourcing future graphic elements.
