Daedalus Coaching
Branding, Visual Identity
Daedalus Coaching is a consultancy that empowers pioneering tech leaders through coaching, mentorship, and strategic guidance. The visual identity system was designed to reflect clarity, structure, and transformation—key principles in the coaching process. The brand mark, a stylized "D" composed of intersecting geometric shards, symbolizes complexity being broken down into focused pathways, alluding to Daedalus’ namesake as a master craftsman and problem-solver.
Background/Concept
In Greek mythology, Daedalus was an inventor, architect, and master craftsman. Trapped in a maze with his son Icarus, he fashioned wings of feathers and wax to help them escape, warning the boy not to fly to low or too close to the sun. Drunk with power, Icarus ignored his father’s advice and causing the wax to melt due to the heat from the sun then immediately fall into the ocean.
Logo
The Daedalus Coaching logo pairs a fragmented “D” icon. A reflects of nature and challenges, clarity from complexity, inspired by Daedalus’ problem-solving. Path-like lines suggest growth and progress. Host Grotesk adds a modern, trustworthy feel. The logo can be used as an image mask or in brand colours to strengthen recognition.
Colours & Typography
Daedalus Coaching’s colours and typography reflect its dynamic, grounded approach. Forest green and turquoise signal trust, sustainability, and calm. Accent colours add energy and depth. Host Grotesk gives the logo a bold, modern edge, while Open Sans keeps text clear and approachable.
