Brookline Group
Logo Redesign
Client: Brookline Group
Tools: Adobe Illustrator
September 2023
The president of Brookline Group reached out to me, needing a logo redesign. The company already had an established reputation, and he wanted to keep that trust intact, but the new mark also needed to convey efficiency, stability, and connectivity. Those were the four pillars I kept coming back to throughout the entire process.
I didn't go straight to a final answer. I explored many directions first because a logo for a company like this has to mean something. It can't just look clean.
Original Logo
My early concepts were built around triangles. The first used four triangles: one representing the company at center, three representing its stakeholders on the outside. Where they overlapped, the colors shifted, showing how the relationships between all parties keep the company running. I made two versions of that one to see how it held up with different color treatments.
Early triangle outlines (two versions)
From there, I kept pushing the triangle concept in different directions, including interconnected forms to show seamless service flow, segmented shapes to represent each stakeholder's individual role, and stacked structures to emphasize efficiency. Each version was trying to say something specific about how the company operates, not just what it's called.
Interconnected 3D triangle
Hands triangle
Segmented triangle with three colors
Three stacked triangles into one
I also explored a puzzle piece logo to show how every player in the company's business plan is essential and how Brookline Group sits at the center, holding it all together. That concept worked well conceptually, but I kept feeling like the final mark needed something more grounded.
Puzzle pieces
The final logo is built from squares. A larger square frame holds four quadrants, split by clean white lines, with the BG monogram centered in a white box at the middle. Squares read as stable, organized, and trustworthy in a way that triangles don't. The monogram sits confidently at the center, the way the company sits at the center of its stakeholder relationships. The overall impression is exactly what the client asked for: reliable, professional, and competent.
Final logo