O Metals Group
O Metals Group is a small metal fabrication company based out of Lenexa, KS. They come equipped with a variety of metal-working machinery, and more than 40 years of industry experience. Although metal fabrication is their main service, they also provide nuclear insulation solutions for some of the largest nuclear power plants in the country.
Despite having worked with many clients (both large and small), they felt that they weren't getting the outreach and attention that they desired. They came to me and asked for a company website to be built so they could better market themselves to clients outside of their primary demographic. Upon hearing this though, it prompted me to push for a logo update in addition to their website.
While a company website would do wonders for them in terms of marketing, their old logo simply wasn't representing the professional quality of services that their company had to offer. Updating their branding would allow them to kill two birds with one stone by marketing their new website and branding at the same time.
The Strategy
Doing research for the new logo was going to be as crucial as ever with this project. Considering that this branding update wasn't something that they had initially asked for, I needed to create something that would give them the breath of fresh air they needed, whilst not straying too far out of their comfort zone.
Play it safe. But not too safe.
This was the main factor that inspired me to base most of the design off their previous logo. It stays within their comfort zone and gives them something familiar to work with. Another key factor in choosing this direction was the fact that they also had existing clientele, meaning that the new logo would have to be similar and recognizable to their existing clients as well.
The Execution
Like I stated previously, the goal with this rebrand was to keep things familiar while implementing new solutions to older ideas.
First and foremost, I wanted to tackle the main symbol that they were using (the O with a cut through the middle). Believe it or not, this cut was actually intentional upon its' original conception. In the owner's words, it represented metal fabrication as a whole by resembling both cutting and bending a piece of metal (both are common in most fabrication projects).
This inspired me to take that idea a bit further.
I already knew that I wanted to leave the center cut from the original, it was a defining piece of their original mark. But by including both the M and the G inside the circle, I could continue to drive this resemblance home by showcasing more complex cuts, bends, and curves, while at the same time introducing a symbol mark that could be used on its' own without the need for the words "Metals Group" next to it.
Speaking of which, the words "Metals Group" were another element that had to make a return. It would add to the resemblance of their previous logo, and allow them to utilize a more modernized font system for their printed materials.
