Consonance is an early-stage and growth investing platform focused on leveraging Africa’s economic growth opportunities by backing profitable and sustainable enterprises across Sub-Saharan Africa. Founded in 2017, and on a mission to secure Africa’s future, Consonance's core principles of quality teamwork, flexibility, Client appreciation, and long-term and hands-on investments, ensure efficient leveraging of Africa’s greatest resource; her human capital. Investing in early-stage businesses requires more than just signing a cheque. It requires trust, patience, and foresight, which is why Consonance is people-centric; supporting entrepreneurs with customized, scalable, localized solutions to everyday problems. Geneza expressed the unique attributes that make Consonance such a force in Sub-Saharan Africa’s investment and economic landscape. To do this, we stuck with the core philosophies Consonance aligns with; Collaboration, Trust, and Innovation.

Simple, profound, solid.
Consonance embraces people, relationships, and intellectual capital; knowing these are essentially the heart and soul of every thriving economy. Geneza picked up on this important facet, choosing to reflect it in a logo that perfectly encapsulates the relationship dynamic between Consonance and its clients.

The Consonance logo; an important part of the brand, conveys a brand promise and identity that resonates with its name. Designed to resemble a Mobius strip, which is a perfect mathematical reflection of seamless synergy, the logo represents the perfect inter-relationship between consonance and its most important asset; its clients and their businesses. Consonance has a deep commitment to Africa; using an experienced, intellectually independent, and honest team to assess and invest in various financially, environmentally, and socially sustainable market opportunities in Africa for Africans.

Geneza took this to heart, choosing 2 distinct color hues to symbolize this commitment to African entrepreneurs and enterprises. A vibrant Reddish-Orange synonymous with the iron-rich Sub-Saharan soil and a solid black to represents the unique African melanin-rich skin. We aptly named these eye-catching hues Consonance Clay and Consonance Black, serving as the Brand’s primary colors and giving Consonance a visually appealing outlook that reflects its roots and its focus. Following this brand architecture, Geneza chose a unique Typeface; PP Neue Machina for its deep ink geometric type features perfectly suited to reflect innovation. DM sans, a low-contrast geometric sans serif design, serves as the secondary brand typeface. Both fonts together are a perfect geometric pairing.

All these elements combine to showcase powerful, candid imagery that emphasizes Consonance’s core identity to both current and future clients. Attesting to one concise statement, what you see is what you get.

Date
April 2023

Client
Consonance

Brand Launch Animation
New Native Studio

Project Type
Logo Design, Illustration,
Animation

Brand Design
Geneza Brands

Case Study Writing
El Agbon

Consonance Web Design
Check DC

Logo Mobius Strip
Animation
Dozie Franklin