The project was to rebrand Geoforce and create extension pieces later down the line. The goal was to create a successful new logo that could encompass the attitude of company. Geoforce is a company founded in 2007, is one of the largest global networks connecting clients with access to their field assets with services like location tracking and retrieval, rental invoice auditing, and equipment maintenance alerts, and a host of other features.
While creating the logo, I started with the lettermark and expanded by taking parts of the original logo with the two-tone colors but focusing on the ‘G’ instead of the ‘F’. I was inspired by target markers and cardinal directions on compasses. I changed the colors to charcoal, white, and jade to have it feel dynamic while still feeling technological and earthy in tone compared to competitors who mainly used the original logo color pallet.
Overall the new logo stands out from other competitors. It's sleek and still feels industrial. The logo variations can be incorporated into extension pieces.