Infinity Engineering approached me as they wanted to refresh their brand image, which has stagnated and didn’t fully represent the ambitions and forward thinking nature of the company.
They had an existing logo based around an ‘Infinity Cube’ but the overall look and feel was very dated and looked more like something produced in the late 90’s relying heavily on embossed effects.
With Infinity looking to grow and expand into evermore international territories it was important that the company logo and brand conveyed this ambition in a visual manner.
Exploration of new ideas was going to be key during this project, as was further development of existing concepts and ideas, which, whilst having not been implemented well, still had a good basis.
Moving forward from the logo it was clear that Infinity needed a cohesive brand they could work with across multiple mediums from office stationery through to future website design and development.
After exploring several new avenues for a logo design for Infinity Engineering, we both came to the conclusion that the strongest option moving forward was to stick with redeveloping their existing logo.
The ‘infinity cube’ was already a strong representation of the company, it just wasn’t being presented as such. By really simplifying the design, removing shadows and bevels (any effect to add a ‘3D’ visual) the symbol instantly became more striking and modern.
This combined with a new typeface that was spaced out, allowing it to breathe and be easily legible, created a logo that was really fit for purpose.
Infinity Engineering had never had a cohesive and meaningful brand identity created for the business, it was just a logo slapped onto a document, or website header.
Once the basis of the new brand identity had been created I could then move on to creating branded materials for Infinity. These were designed to be very light and airy using a lot of whitespace, with subtle hints of the Infinity gradient used to frame and separate different elements.