Praesta, an international consulting firm focused on executive coaching and leadership development, has introduced a new logo and visual identity created by Taller Design. The update reflects Praesta’s move toward modernity and innovation, shifting from a traditional look to a cleaner, more contemporary style that aligns with its approach to leadership.
The old logo used a classic serif typeface with thin, elegant strokes that conveyed tradition, authority, and an academic feel. It suited the firm’s foundation in leadership consulting, giving off an air of professionalism and respectability. However, as the organization grew and adapted to changes in leadership development, it became clear that its identity needed a fresh look—one that speaks to today’s executives and organizations.
The new logo features a minimalist, geometric typeface that feels clear and refined. A standout feature is the ligature “Æ,” which takes center stage in the design. This unique typographic detail gives the brand a distinctive edge, setting it apart in a crowded consulting space. The ligature reflects merging ideas, knowledge, and experiences, key principles defining the coaching approach. It visually represents connection and growth, aligning with the company’s mission to support leaders as they bridge gaps and build stronger organizations.
Typography plays an important role in the updated design. The traditional serif font has been replaced with a modern grotesque typeface known for its clean lines and smooth curves. The shift from ornate to simple mirrors the transition toward a more open, approachable brand. The letters are well-balanced, enhancing readability while giving off a sense of stability and professionalism. Careful attention to letter spacing ensures a cohesive look, making the logo versatile across digital and print formats.
The original burgundy, which carried a formal, conservative vibe, has been swapped for a deeper, richer purple. The new shade conveys wisdom, ambition, and creativity—qualities that resonate with leadership and personal growth. The bold yet refined tone adds depth without overshadowing the logo’s simplicity, creating a fresh yet polished image.
The logo’s structure relies on balance, precise alignment, and even spacing, giving it a clean, cohesive appearance. Its minimalist style ensures the design stays impactful, whether displayed on large corporate materials or smaller digital platforms.
Beyond the main logo, the visual identity includes additional design elements that build on the themes of connection and development. These elements draw from the symbolism of the “Æ” ligature, reinforcing a sense of unity and growth. The system feels cohesive but adaptable, allowing for consistency across different applications while offering room for creative expression.
The rebranding is more than just a visual update—it reflects Praesta’s evolution as a leader in executive coaching. The new identity represents a company that respects its roots but isn’t held back by them. It embraces progress and aims to guide leaders through the challenges of today’s business world. The updated design speaks to a global audience, resonating with leaders who value clarity, purpose, and meaningful growth in their professional lives.
Praesta’s new logo and visual identity combine tradition and modernity in a fresh yet grounded way. The sleek typography, distinctive ligature, and rich color palette create a brand image that is timeless and current.
