Babović
Visual Identity
The Brief
Babović d.o.o. is a Tuzla-based consulting and design agency that bridges two disciplines rarely found under the same roof: business strategy and visual communication. The founding team brings together a business analyst and a creative director — a combination that demanded an identity that felt equally strategic and creative.
The brand needed to work across B2B consulting, NGO/EU project work, and creative services — without looking like a generic agency or a boutique studio. It had to be confident, professional, and warm without being corporate-cold.
Designing for Yourself
Designing your own identity is the hardest brief you’ll ever take. There’s no client to keep you honest, no deadline to force a decision, and no one to tell you when you’ve gone too far, or not far enough.
The temptation is to demonstrate everything you can do. The discipline is knowing what not to show. The identity needed to communicate expertise without self-promotion, ambition without overreach, and personality without noise.
Process
Logo Explorations
Seven directions were developed before converging on a final system. Each explored a different facet of the brand positioning.
Badge / Seal
Circular stamp with description. Classic craft heritage feel.
DISCARDED
Bare Wordmark
Condensed bold type, no container. Maximum directness.
RETAINED
Framed Wordmark
Rectangle border adds structure and precision to the type.
RETAINED
"B." Monogram
Minimal icon mark. Works at small scales as a standalone symbol.
RETAINED
Blackletter Ligature
Custom script B+B monogram. Strong but niche — too editorial.
DISCARDED
Vintage Nameplate
Arched banner with tagline. Evokes craft tradition, but dated.
DISCARDED
Decision
Why the Rectangle Works
The framed wordmark became the primary mark, and the reasoning was functional, not aesthetic. A rectangle border around the name does several things simultaneously: it creates containment (a consulting mindset – defined scope, clear deliverables), it gives the wordmark a consistent bounding box across applications, and it signals precision without ornamentation.
The “B.” monogram in a square frame becomes the icon variant, usable as a favicon, profile picture, or stamp at any size where the full wordmark would be illegible.
Colour, Type & Tone
Professional, warm, and direct. The brand speaks with authority but without arrogance — it knows its field and doesn’t feel the need to prove it. Short declarative sentences. No jargon. Always specific over general.
Web Design & Development
Building the Digital Home
The website at babovic.ba was designed and developed in-house — a natural extension of the visual identity system into the digital space. Built on WordPress with Elementor, the site needed to do something harder than just look good: it had to simultaneously convince a corporate procurement manager and an NGO programme officer that Babović was the right partner for them.
That dual audience problem, B2B consulting on one hand, creative/NGO sector on the other, shaped every structural and visual decision on the site
