I was given the opportunity to update the brand of my current company Axis Group. The previous logo was a great logo, but it was getting lost with other companies with a similar name and branding. So the CEO decided to rename and re-brand the company completely to Merge Consumer Products.
The solution I had was based on the word merge and the motion of merging. I illustrated this by adding the green gradient on the letter “G” also doubling as an arrow symbol.
I felt that since the company is all about progressing and forward motion, the logo itself had to illustrate this movement.
Below are some of the ideas and names that didn’t make
the cut. Although they didn’t get to live up their graphic glory, it was still a great process creating and conceptualizing the re-brand.