We modified the gold and blue to be more distinct, but we needed to use their brand colors. Then we took them from a Font based logo to pictorial. Finally, we wanted to make sure that our color and image choices represented something new, clean and fresh. Something that wasn’t based on current trends and would become old and outdated looking in a short amount of time. It needed the ability to be used it in any form. We wanted it to work just as well on paper, as on a screen, as on a shirt, as on a truck. That was a core part of us making the decisions that we made about how this was to look.
After a little research, we learned that no one else in IT was defining a band message. All IT companies were showing were stock photos of server boxes, presenting the technology and the technicians, but not really creating a brand for themselves. Just showcasing services.
This is somewhere where we wanted to use a more traditional approach, whether they are an IT company or not. The idea behind not showing server boxes, technicians in blue shirts became more and more critical to uniquely identify them as someone different.
A new logo with distinct brand colors. One that transcended all media types and represented something notable. The brand-new image represented something of power, honor, and fortitude.
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