Business Performance Engineers (BPE) is a small consulting firm based out of Rochester, New York that helps companies streamline their work flow. For the past five years I have been BPE’s Design Director, focusing on developing the firm’s corporate identity.

One of my main challenges has been to seperate BPE from their competition. Typically a consulting firm is run by engineers who do fantastic work in their field, but their corporate identity does not convey this to potential clients. A theme we started to develop was “Reinventing work.” which reflects BPE’s philosophy to people unfamiliar with the company. My next task was to develop a logo that exemplified “Reinventing work.”

My inspiration was the crosswalk man we are all used to seeing in road signs, using this as a metaphor for a company moving forward and “Reinventing work.” The crosswalk man combined with a clean typeface developed into a logo which is easy to read and memorable.

An added benefit found after we implemented the design was clients would come back to us and say everytime they saw a crosswalk road sign they thought of BPE. Essentially, BPE now has a multi-billion advertsing campaign all over the world for the price of a logo design.