Benifex helps organisations deliver benefits, rewards and recognition to people across the world. These benefits aren’t just software, admin or workplace perks (but also, they are) they “show up when life happens, in moments of change, pressure, joy, loss, health, family, money, wellbeing and care”.

As a self-employed-then-one-and-two-person business owner, perks aren’t something I’ve had a lot of 😅 so ‘software as life moments’ feels a bit much but, strategically, moving corporate software towards something more human does make sense.

The previous logo alluded to something twisting in space and forming a sort of techno-pretzel ‘B’. Not well-crafted and devoid of an idea, unless techno-pretzel lights you up. The new logo is far more dynamic, it expands, loops and includes. Still a ‘B’ but waayyy more distinctive, expressive and human-made. It shares the general feel of a visual identity system that traverses and breaks out of surfaces, connecting and holding together human-centered art direction and copywriting. A subtle but great detail is the gentle change of line thickness that lends the whole thing a sense of existing in space without adding effects