Lucky means smart
Clever Business. Brand identity system

Clever Business group provides consulting services in four business areas: law, finance, taxation and information technology. A square divided into four equal parts is a trademark and a primary brand identifier. Quarters of the square are painted in strict gradient order from lightest to the darkest shades of a color going clockwise. The prorotype of the trademark is a prairie clover. Finding a four leaf clover will bring you good luck. This sign has become a metaphor for the main logo. We have also taken it into account in the development of a play on words «Clover» — «Clever» (the Russian translation for «clover» sounds like «clever»).

3rd place




The uniqueness of the solution lay in the ability to stretch and cover carriers of any format what suits all promotional materials.

Sub-brands’ design is based on the different colors of the square. Thus, for example, purple gradient is used in the «Clever Legal» company logo.