GS Engineering Inc, located in Houghton, MI, is an engineering company focused on design and analysis services, vehicle testing, prototype development, and lightweight material R&D. Their existing logo had served them well but they required a new look that reflected the changes the company was undertaking. They asked Monte Consulting to help them create a new brand that could support them and their new vision for their company.
In many ways a logo redesign is more difficult than creating a brand from a blank canvas, and the GS logo was no different. MC’s greatest challenge was creating a logo that worked with the design of the existing marketing materials and website, while still accomplishing the client’s goal of having an established brand that reflected the company’s agility and depth.
MC began the branding process by meeting with GS in a “discovery” meeting to learn about where they had been, where they are, and where they planned to be in the future. After completing market and competitor research MC began the ideation phase. The MC team worked together to choose a select group of logo concepts to present to GS, and the strongest direction was chosen and refined. Finally, a color palette of green and blue was chosen that reflected both the past identity and the future goals of GS.
The new logo forms a solid rectangular shape, yet the mark is formed by two arrow-like pieces with curved edges to represent teamwork and flexibility. The white space forms an upward reaching line symbolizing GS’ focus on providing solutions for the future. The new logo can be seen on the GS website, brochure, letterhead, and business cards, with plans to incorporate it into all aspects of the business in the near future.
View the new logo on the GS website: http://gsengineering.com/
