As a forum for leaders centred around the latest business research provided by author and editors from Harvard Business Review Press, Tatarklubben wanted a new name to express the uniqueness of what they have to offer. We chose DAWN as they will keep you in the know of what is emerging on the horizon, as well as helping new realisations dawn upon leaders to support them in growing their business. A minimalistic rising sun became the logo and the shapes and colours of the logo set the tone for the visual identity. The only thing that didn’t change was the brand tone that is still bold, fun and insightful, expressed in new batch of ads in the new layout.