This agency created a brand identity based on the sticky note

Creating a compelling new identity - the logo, typography, colour palate, visual style, signifying images - it's hard stuff. How do you stand out in a market where everyone is trying to stand out? For the graphic designers and brand builders amongst us, it's a problem we grapple with every day.
Anyone working in advertising will often find themselves reaching for the 'brand book'; sometimes just to look up fonts and RGB values, other times to study guidelines on graphic design or logo usage. I myself was lucky enough to get a look at the Red Cross "Brand Guidelines" last weekend (all 59 pages), and for visual nerds, getting a peak behind the curtain is a pleasant treat. And so it's always interesting to see how agencies around the world approach branding - looking to innovate and impress us - yet aware of the challenges in aspiring to do so.
Here, Polish design and branding agency Minima Advertising People - who you may remember from their work on Apple - uses the sticky note as a key visual in creating a brand identity for business consultancy Ability Consulting.
Explaining their idea, Minima told Adland:

A standard yellow sticky note was used to build the brand of Ability Consulting. Devoted to improve communication and support processes in business teams, the company needed a simple and clear identification mark.

- uses the sticky note as a key visual in creating a brand identity for business consultancy Ability Consulting.
Explaining their idea, Minima told Adland:

A standard yellow sticky note was used to build the brand of Ability Consulting. Devoted to improve communication and support processes in business teams, the company needed a simple and clear identification mark.

Looking around I can see bundles of sticky notes on my desk and the desks of colleagues, so they can hardly be called a rare or uncommon symbol. In fact they're almost ubiquitous to an advertising agency environment. And yet, such a humble object does seem a pretty good fit here - for a business based on improving business communication. The Ability Consulting website is well done, with responsive media; if perhaps a little text heavy.
Branding fans - let us know what you think in the comments.