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Arden Coaching’s Logo Depicts The Potential Of Transforming Leadership & Advancing Organizations
Arden Coaching is a New York-headquartered business management and consultancy agency with a mission to help organization leaders and their teams operate efficiently and profitably.
Through their expertise and insight, the consultants work with individuals and groups on delivering “tangible shifts in beliefs and behavior that help companies grow.”
Smallnormous branding agency was in charge of Arden Coaching’s logo redesign, for which they tapped into the abundant symbolism of the coaching company’s origin, backstory and brand purpose.
The theme of the logo is a tree that signifies growth and profusion – the end goal of every coaching session.
The sturdy tree trunk stands for the coach’s steady assistance while the lavish, three-dimensional canopy is an allegory of multi-faceted leadership and necessary skills every leader needs to succeed.
The thick semi-circle connecting both ends of the canopy under the tree trunk implies the fully-rounded coaching work that results in a well-integrated company adapted to take on any business challenge.
Compared to the old version of the logo, the new one lends a much more elaborate iconography of a tree by connecting this image with the coaching company’s actual raison d’etre.
The new version of the logo also features a modern, sans-serif font that contributes to a more contemporary and relevant brand image.

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Arden Coaching’s Logo Design Conveys Leadership Skills, Approachability And Optimism
LOGO DESIGNED BY SMALLNORMOUS LLC
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Arden Coaching’s Logo Depicts The Potential Of Transforming Leadership & Advancing Organizations
Arden Coaching is a New York-headquartered business management and consultancy agency with a mission to help organization leaders and their teams operate efficiently and profitably.
Through their expertise and insight, the consultants work with individuals and groups on delivering “tangible shifts in beliefs and behavior that help companies grow.”
Smallnormous branding agency was in charge of Arden Coaching’s logo redesign, for which they tapped into the abundant symbolism of the coaching company’s origin, backstory and brand purpose.
The theme of the logo is a tree that signifies growth and profusion – the end goal of every coaching session.
The sturdy tree trunk stands for the coach’s steady assistance while the lavish, three-dimensional canopy is an allegory of multi-faceted leadership and necessary skills every leader needs to succeed.
The thick semi-circle connecting both ends of the canopy under the tree trunk implies the fully-rounded coaching work that results in a well-integrated company adapted to take on any business challenge.
Compared to the old version of the logo, the new one lends a much more elaborate iconography of a tree by connecting this image with the coaching company’s actual raison d’etre.
The new version of the logo also features a modern, sans-serif font that contributes to a more contemporary and relevant brand image.
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The Logo Links The Name Inspiration With The Coaching Company’s Primary Mission
Arden Coaching was named after Forest of Arden from William Shakespeare’s “As You Like It.” This was a place of life-changing transformation for the play’s protagonists.
The choice of logo imagery plays very effectively into this naming origin as well as the company’s dedication to shaping the enterprise leaders through high ethical standards, professional coaches and commitment to clients.

The Primary And Secondary Colors Of Arden Coaching’s Logo Stay True To The Brand’s Roots While Treading New Grounds
Every aspect of the Arden Coaching logo is brand new, from the color palette to the brand typeface.
The previous version of the logo contained one saturated shade of purple and dark grey, while the serif typography indicated the kind of exclusivity that may have been unfitting for a professional consultancy agency.
The updated primary brand font – Calibri Light, Regular and Bold – makes the logo and, consequently, the company, much more approachable.
Two new primary colors are Cool Gray 10C (#63656a, the same or very similar to the previous shade of grey) and a slightly cooler hue of deep purple (#3d1152).
Although not visible in the logo, the entire Arden Coaching rebranding package also consists of several secondary colors like orange, ultramarine, teal and navy blue.
These colors are generally used in other aspects of business collateral like memorandums and website, but can also be a part of the logo if so required by the medium the logo
