Berkshire Hathaway Current Logo from berkshirehathaway.com
Missed Opportunities
For nearly two centuries, Berkshire Hathaway has relied on a limited marketing approach, letting its reputation speak for itself. As the U.S. market's most expensive stock, its value stems from transparency, strong leadership, and stability. However, concerns about slower growth have surfaced among investors. While a brand refresh could address this perception, the company also has an opportunity to boost returns by leveraging its trusted brand to increase recognition and profitability for its subsidiaries.
A Modular Identity System
To strengthen brand recognition for Berkshire Hathaway’s subsidiaries, I developed a modular identity system that ensures a cohesive link between the parent brand and its holdings. Drawing inspiration from grid-based design approaches, such as Michael Bierut and Pentagram's work for the MIT Media Lab, this system allows for flexibility while maintaining a strong, unified visual identity.
A symbolic Logo
My solution is a symbolic mark that embodies strength, stability, transparency, and growth, designed using a 4-column grid-based system.
It is paired with Helvetica Neue Condensed, a modern typeface that is both strong and accessible.
Color
Berkshire Hathaway will use vibrant colors that reflect the stability and heritage of its brand while also appealing to a broader, more diverse audience.
These dynamic hues will infuse the brand with energy, making it more exciting and engaging without compromising the trust and reliability that have defined its roots.
Icon System
The grid system offers a flexible yet structured framework for creating symbolic icons that align with Berkshire Hathaway’s brand identity while ensuring consistency across its subsidiaries. Designed within specific grid constraints, each icon maintains legibility and visual harmony, with a minimum height of two pixels per column, and can be easily scaled across platforms. Additionally, each subsidiary is assigned its own color pairing from the brand palette, allowing for distinctiveness while maintaining a clear connection to the Berkshire Hathaway identity.
Secondary Orientations
While the current logo system, including the Berkshire Hathaway name, is effective, there will be situations where a more compact version is needed for smaller applications. To address this, I propose incorporating recognizable acronyms into the system for improved legibility and versatility at reduced sizes.