Ingenuity Engineers Logo Evolution
Ingenuity Engineers competes for coveted projects on a national level, so in order to stand out and look the part of the modern, professional firm they are, they knew their tired brand needed to evolve.
But what do you do when a client has six decision-makers, all with differing opinions? You find the common denominator and get to work.
Ingenuity Engineers’ Old Logo
We started by leading the company through several rounds of discovery, getting to know the individual players, their tastes, and expectations, culminating in a creative direction that everyone could agree on. It was decided collectively that they didn’t want to completely change their look and abandon many years of brand equity they had earned, choosing instead to “evolve” the logo, keeping the most recognizable elements intact and bringing the rest into the 21st century.
Moxē boiled down the elements of the Ingenuity brand into its most recognizable parts and packaged them together in a clean, simple, and modern look that will help the firm stand and out remain relevant on the national stage for many years to come.