I’m In Logo Love: EIGHTY20 Logo Design

“I’m In Logo Love” is a new series on the crowdSPRING blog. Periodically, we’ll pick a logo we’d like to take home from a bar and tell you why. And if you think it’s a bit strange to have a crush on a cleverly designed logo, get in line – my mom has already lectured me on this topic. Today, we’ll look at the logo for EIGHTY20.


EIGHTY20 is a small consulting company based in South Africa.  EIGHTY20 focuses on financial modeling,  providing businesses, marketers, policy makers and developmental organizations with strategic and actionable insights from data.

Background on the name EIGHTY20:

EIGHTY20’s about page offers a useful explanation about the origin of its name:

Eighty20 consulting is named after the 80:20 rule. This rule, otherwise known as the Pareto Principle, was first observed by an Italian engineer-turned-economist by the name of Vilfredo Pareto (1848 – 1923). He observed that in his country, 80% of the land was owned by 20% of the population. He also noticed that 20% of the plants in his garden yielded 80% of the produce. Thus was born the 80:20 rule, one which states in its generalised form that 20% of the input generates 80% of the output. It still has multiple applications over 100 years after its discovery. For instance, consultants will tell you that 80% of the insights are yielded by 20% of the analysis. In the CRM field it is widely believed that 20% of the client base generate 80% of company value.

Why we think the EIGHTY20 logo design is hot:

Notice the fourteen boxes above the name EIGHTY20? Four of the boxes are blue and ten of the boxes are gray. But if you’re guessing that this ratio represents an 80/20 ratio – you’d be wrong.

Take another look at the logo and instead of counting the differently colored boxes, think of the blue squares as 1’s and the gray squares as 0’s – as in the binary numeral system. The top line reads: 1010000 and the bottom line reads 0010100.

This translates to 80 and 20 written in the binary numeral system. Hot indeed!

What do you think? Do you agree this is a clever design? Can you think of any ways to improve the design?