The Business Unfinished logo

Every great brand identity starts with strategy, not guesswork. When Paul Green from Business Unfinished approached me for a logo, he needed something that was bold, meaningful, and versatile – something that reflected both his personal journey and the strategic thinking he brings to his clients.

A logo isn’t just an image; it’s a story. One of the initail designs had a coffee cup as a core theme – symbolic of Paul’s barista background and his passion for coffee, but it goes deeper than that.

Think about the number of business conversations that start with:

“Fancy a coffee?”

Coffee is a natural icebreaker, a moment of pause and reflection, and a metaphor for ideas brewing. Business Unfinished is all about helping clients think differently, embrace change, and move forward – just like a good conversation over coffee sparks new ideas.

Choosing the right colour is about more than aesthetics, it’s about meaning (although when the client has a colour as their surname it can help!). The vibrant green in this logo serves two key purposes:

• It reflects Paul’s surname, making the brand feel personal, authentic and uniquely his.

• Green also represents growth, renewal, and trust, aligning perfectly with Business Unfinished’s mission of helping clients evolve and adapt.

A brand should feel intentional, and every choice in this logo reinforces that.

In today’s digital-first world, a logo needs to work everywhere. The circular format makes this logo ideal for profile pictures, social media, and modern digital applications while remaining strong in print. It ensures clarity at any size, whether it’s on a business card or a website header.

A simple logo isn’t just about minimalism, it’s about precision. Every line, curve, and spacing decision was carefully tweaked and refined to create a sense of balance and confidence. The bold, clean design ensures the brand appears professional, modern, and established, reinforcing trust with clients.

The high-contrast green ensures the logo remains legible and impactful on both light and dark backgrounds. This makes it highly flexible across different applications, from websites to merchandise.

Additionally, the green colour palette reflects a forward-thinking, sustainable approach—a key value in today’s business landscape.

A logo is not just a pretty picture, it’s a strategic asset. The Business Unfinished logo is designed to be:

✔ Memorable – Tied to Paul’s personal brand and his approach to business.

✔ Versatile – Works across digital and print with clarity and impact.

✔ Meaningful – Represents conversation, strategy, and progress.

Good design doesn’t happen by accident. It’s the result of planning, precision, and purpose, and that’s exactly what went into this project.