When Paradigm Consulting Group began in 1990, the focus was on building a company that could deliver results for customers and contribute to the community. Our logo was created as part of that beginning. It gave us a recognizable identity, but it also reflected the creativity of the people who shaped Paradigm in those early days.
The very first Paradigm logo was born out of creativity and resourcefulness. In an internal contest, Della Baumgartner sketched the concept on the back of an IBM punch card. James Parker, one of our earliest employees, transformed it into a digital version using MS Paint. The bold colours were chosen by original partners Ken Gerhardt and Donna Brown, establishing a look that represented Paradigm in its formative years.
This first design captured the spirit of a new company finding its place. It was practical, imaginative, and a collective effort.
Redesign with Purpose
By 1998, the time had come to evolve. Led by Ken Gerhardt and Lori-Ann Hildebrandt, a redesign project set out to create a logo that would embody Paradigm’s focus on customers. The resulting design featured a unique graphic element often described as the “exclamation point.” The smaller form represented Paradigm and the larger form our customers. Its angled stretch suggested our customers in motion and their growth, with Paradigm as the base of support.
The Paradigm word mark was moved below the symbol to reinforce the idea of Paradigm as a foundation. The choice of a softer, lowercase typeface, Russell Squared, balanced professionalism with approachability. And the rich burgundy colour, Pantone 228 or RGB 140-0-76, was chosen as a modern tribute to the red of our original logo.
This was not just a new look. It was a thoughtful expression of what mattered most: Helping Our Customers Succeed.
Adapting Through the Years
Over the decades, our logo has adapted to mark milestones and transitions. When we opened our Winnipeg office in 1999, a variation under the PCGI name was introduced. A Vancouver office followed in 2009, carrying that same identity.
In 2015, we marked our 25th anniversary with a special edition logo that highlighted our longevity and growth. Later, in 2019, we returned to our roots with a refined version of our 1998 design, simpler, stronger, and proudly our own.
Special logos have also been created for community events and celebrations. From Grey Cup championships to local initiatives, these editions reflect our belief that a logo is not static. It evolves with the people and communities it represents. Every refinement since has honoured the original vision while reflecting Paradigm’s enduring values of collaboration, customer focus, and pride in community.
Looking Ahead
As we celebrate thirty-five years, our logo tells a story of reflection and resilience. It reminds us of the importance of staying true to our roots while continuing to grow. More than a symbol, it is a daily reminder of our commitment: to help our customers succeed, to support our communities, and to carry forward the spirit of creativity and care that has guided Paradigm since the beginning.
For us, the logo is not just a mark on paper or screen. It is a reflection of who we are, the partnerships we have built, and the pride we take in being part of our community and of something larger than ourselves. Thirty-five years on, the promise it represents is stronger than ever.