I was approached by Computers Plus to redesign their logo. The old logo (pictured above) made use of the atomic symbol in the logo name, but many customers were confused by this image, especially as the logo was scaled down to a smaller size. Some thought the image resembled a flower more than an atomic symbol. The new logo needed to have a clearer meaning and connection with the name.
In the new logo above, I improved the atomic symbol by using thinner strokes and elongating the top right arc. By elongating the arc, the symbol becomes more active and energetic. A balance is achieved between the symbol and the “PLUS”, creating a unified logo.
I added a badge-like element to the logo, that has an elongated top left arc, creating a balance between it and the style of the atomic symbol. Elongating these shapes gives movement and creates visual interest.
Immediately after redesigning the logo it became apparent how the new identity could be applied to promotional materials. Above is a business card concept, where the card literally becomes the new logo, by taking the shape of the badge.
Additionally, the new logo badge became adaptable to advertising materials, such as the direct mail piece above. The badge itself became a container for displaying messages, and evolved into a speech box.
The new brand identity was applied to vehicle graphics. The slight angle at which the elements are set, adds to the idea of movement and energy.
These informational messages pictured above are used as in-store signage and continue the use of the logo badge and speech box. Additionally, different color combinations are used to signify different services that the store can offer.
In the website concept pictured above, all of the new identity elements are brought together.
