The Byron identity needed a rebranding. For many years, at least 5 different logos were used in the every day applications and none of these had anything in common.
From the focus groups the one with the rhombus resulted as the most recognisable so the decision was to make it the primary logo made of 50% static elements and 50% dynamic elements.
The rhombus with the B of Byron in it became a solid recognisable icon and, with the horizontal line, an abstract shape of a sandwich.
Agency: Kaizn Partners