Beroe is a company that describes itself as "the premier provider of procurement intelligence and customized market research", which basically means they help organisations make smart decisions when they buy stuff. This year, they have introduced a new corporate identity, created by Siegel+Gale.
Siegel+Gale developed a brand platform for Beroe based on the "freedom to focus" which the company brings to its clients. This focus has been expressed visually by the "lens" in the new logotype and other supporting graphics.
"By conducting research, Siegel+Gale developed a brand platform for Beroe to support the growth of the business. The foundation for the platform was a simple truth that represents the benefit Beroe brings to both its clients and employees—freedom to focus.
The new brand visual system serves as an extension of the strategic platform and visually ties to the colourfully crafted brand voice developed by Siegel+Gale. The lens within the Beroe wordmark, for example, represents the focus Beroe brings to their procurement partners’ strategies through deeply focused category knowledge." - Siegel+Gale