Consonance is an early-stage and growth investing platform dedicated to leveraging Africa’s economic growth opportunities by backing profitable and sustainable enterprises across Sub-Saharan Africa. Since its founding in 2017, Consonance has been on a mission to secure Africa’s future by adhering to core principles of quality teamwork, flexibility, client appreciation, and long-term, hands-on investments. These values drive its commitment to maximizing Africa’s greatest resource: its human capital.

Investing in early-stage businesses requires more than just signing a cheque—it demands trust, patience, and foresight. That’s why Consonance places people at the center of its work, supporting entrepreneurs with customized, scalable, and localized solutions to real-world challenges.

When I was tasked with capturing Consonance’s essence, I knew I needed to highlight the attributes that make the brand a force in Sub-Saharan Africa’s investment and economic landscape. I focused on three guiding principles: Collaboration, Trust, and Innovation. The result is a brand identity that feels simple, profound, and solid.

Consonance's emphasis on people, relationships, and intellectual capital—recognizing these as the heart and soul of any thriving economy—became central to my design approach. This inspired a logo designed to reflect the brand’s commitment to seamless synergy and lasting partnerships. The logo, inspired by a Möbius strip, symbolizes the perfect interrelationship between Consonance and its clients.

To visually anchor Consonance’s brand, I selected two distinct colors: a vibrant Reddish-Orange, symbolizing the iron-rich Sub-Saharan soil, and a deep Black, representing Africa’s melanin-rich skin. I aptly named these hues Consonance Clay and Consonance Black. These primary colors create a visually compelling and meaningful brand palette that reflects Consonance’s roots and focus.

For typography, I chose PP Neue Machina for its deep-ink geometric features, reflecting innovation and strength. As a complementary secondary typeface, I selected DM Sans, a low-contrast geometric sans-serif that enhances readability. This geometric pairing underscores Consonance’s forward-thinking and professional identity.

Together, these design elements form a cohesive and powerful brand identity that visually communicates Consonance’s core values to both current and prospective clients. The message is clear and unmistakable: what you see is what you get.