Square Peg Logo

Square Peg is a small communications firm. Its mission is excellence through non-conformity. Its team seeks unorthodox solutions to common problems. The name implies the company has a fresh way of thinking and it's own way of doing things.

Logo Concept

It would be easy to assume a marketing company with this name could be radical or reckless. Therefore, it was important Square Peg Communications be grounded in the real world. It would present itself to prospective clients as a viable and capable provider of marking services. It would look and act professionally, but think radically. It was decided the logo would be simple and clean and eschew any trappings of rebellion or punk rock.

Logo Design

The strong geometric mark comprises a square (the peg) and a circle (the hole) overlapping into one shape. The circle and square each have a role to play in the idiom, but visually, each serves a new purpose: The rigid square lends structure and stability to the circle's fluid endlessness.

Rather than rely on the idiom's friction and contradiction, the new unified shape represents purpose and balance and evokes the geometric harmony between the shapes.

Rather than align the logo mark's lower edge to the logotype's baseline, the mark is aligned to the type's lowest edge: the descenders on the q, p, and g. This calls back to the unorthodox thinking and approach, but also visually aligns the circle in the logo mark to the round positive and negative bowl shapes in the letters q, e, p and g and to a lesser extent, s, u and a. 

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