Project for a longstanding California fuel solutions company. Their aim was to update their existing typographic logo to a mark that included logotype as well as an appropriate icon, while still retaining their existing color pallet of black and teal. My design process was based around trying to emulate some of the classic industrial logos of the last century, with a bit of a modern twist.
Final logo was created using very geometric, grid-based construction and then made use of rounded corners to achieve a blend between the classic industrial logo styles and more modern icons. The decision to go with a very simple mark was rooted in the idea that this logo would live in an extreme range of sizes; anywhere between freight train tankers to small stickers on gas pumps. It was intended to be easily legible and recognizable in any of those applications.
While the business has been around for over 40 years, the visual identity strives to show that they are a cutting edge company leading their market and primed to only grow bigger. A mark that aims to perform well amongst the current competition, and remain strong well into the future.
Below is a short timelapse of part of my initial sketching. These were only a fraction of the iterations I tried before resting on a final design, but it shows a small window into the iterative nature of my process as I find the right mark. You can be sure that before a client sees any proposed concepts, I have gone through a meticulous and exhaustive process of exploration and refinement!