The Brand

The new Bowmans logo comprises of three strong elements: the name Bowmans, rendered in a simple, clean typography to reflect the firm’s mastery of translating the complex into clarity; the logo, illustrating Africa and the rings of a tree, and the accompanying tagline, “The Value of Knowing”.  The African continent’s extensive colour palate was embraced in the branding colours, with Pure utilising an ochre orange and metallic copper colour, complemented by a deep navy blue, creating a sophisticated presence.

Developing the Icon

Both the ideas of Aristotle and his ‘tree of knowledge’ and the philosophical rings of the theory of knowledge were adopted to create a sophisticated visual language for Bowmans. Beginning with the rings of knowledge, Pure Creative fused these knowledge rings with the shape of a tree, which eventually transforms into Africa, visually placing the firm at the centre of African knowledge. These themes are then reflected this in every bit of branding collateral we created.

Bowmans Advertorials

A series of advertorial executions were created around the new branding concept. From videos to web banners to posters, the idea of of the tree rings of Africa forming a path to a prosperous future for this ambitious firm was conveyed in many forms to facilitate understanding of the new branding concept for both internal employees and the outside world. A new website was launched embracing these new ideas, and Pure continues to work closely with Bowmans to unite the firm under this new branding concept.

Bowmans Branding Collateral

The new look and feel has been rolled out across a wide variety of collateral, especially the firm’s many brochures and guides. The use of imagery and colour unites the brand in everything that Bowmans produces.