BRANDING IDENTITY AND LOGO

Logo with a Hidden Symbolism

CLIENT: CTS AVL
LOCATION: Brentwood, TN, United States

Brief

Imagine a brand that’s already making waves in the audio, video, and lighting industry. Their brand is out there, representing their identity, but something feels a bit… dated. They reached out with a clear goal: “We want our logo to mirror the sleek, modern energy of our brand today.” So the main goal was clear—to revamp and elevate their brand identity while preserving its core essence.

Software Used:

Adobe Illustrator
Adobe Photoshop: used for mockup

The Challenge:

Here’s where things got interesting. The brand had an established look and feel, with a logo that had served them well. But as they grew, so did the need for an identity refresh—something that speaks to their current dynamism. The task for me was to modernize the logo without losing the connection to its roots. It was a balancing act, ensuring that the new design would be both familiar and forward-looking.

In response to the client’s request for an “electronics” or “technology” vibe, and the need to seamlessly integrate elements of audio, video, and lighting, I proposed the following approach:

My Design Concept:

Icon Representation:
- Abstract Triangle: The triangle can represent the three pillars of their business—audio, video, and lighting. Each point of the triangle can be designed to subtly resemble elements related to these fields:
  - Audio: A wave or sound icon.
  - Video: A play button or screen.
  - Lighting: A light beam or bulb.
Color Scheme:
- Use a sleek, modern color palette like metallic grays, and green neons to convey a cutting-edge technology feel.
- Somehow adopt from the old brand so the feel is still there.
Typography:
- Choose a modern sans-serif font with a clean and sharp look. The font should be bold but not overwhelming, reflecting a high-tech and professional image.
- Ensure the font is easily readable at various sizes, especially since this is critical in technology branding.

My Recommendation:

I strongly recommend focusing on the triangle icon concept. This design approach effectively communicates the integration of the three core services (audio, video, and lighting) while also embodying the “electronics” or “technology” vibe they’re aiming for. The abstract nature of the triangle allows for flexibility in interpretation and could serve as a versatile logo that scales well across various mediums, from business cards to large signage.

By centering on the unique value proposition without a slogan, the brand can convey a clear, modern, and forward-thinking identity. This will not only distinguish them from competitors but also create a strong visual brand that resonates with their target audience.

However, it was essential that the design be both straightforward and ingenious enough to incorporate all three features at any point. My aim is to effectively convey the three pillars of their business while ensuring it stands out from the competition and features a well-coordinated color palette.

The client immediately connected with the first draft after seeing it and hearing a brief explanation. We knew we were heading in the right direction. From there, we made small adjustments to the shapes, colors, and typography, steadily refining the design. In the end, we arrived at a final logo and style that perfectly aligned with their vision.

Final Design:

Check their current website here: https://www.ctsavl.com/