A manufacturer of a range of tubular metal and plastic components, Ground Effects Ltd. mainly targets the automotive industry. To increase brand recognition in this competitive market, the company’s logo needs an overhaul. Operating manager Marianne Lalka says its current logo is dated, uninteresting, and unimaginative.

Lalka wants a logo that increases brand recognition with a design that represents the company’s product line. Keeping Lalka’s request in mind, designer Mandy Barrett maintained a tubular effect throughout her redesign process to tie together the company’s name and the products it creates.

Early explorations were mainly black and white. Her final design, however, adds a captivating green to the black-and-white scheme. “I felt the logo needed a punch of color, something that grabs the eye,” says Barrett. This touch of green distinguishes Ground Effects from its competitors in the market.

The subtitle vehicle design systems and a QS-9000 registered notation needed to be incorporated into the redesign as well. Barrett selected two modern, urban fonts to use in the updated logo: Techno Regular for the title, and Century Gothic for the subtitle. She wrapped the QS-9000 registered notation around a tube icon.

“I was thinking of circles for the piping and tubing idea, but I also wanted to connect that image with the letter G,” explains Barrett. “A circle with a line through the center did the trick. I gave the ‘tube’ a metallic look with a simple gradient. I really think it’s important to have an icon in this case to help connect the logo with what they do.” Her versatile concept is reminiscent of auto logos—the industry Ground Effects serves.

1. Original Ground Effects Ltd. operating manager Marianne Lalka says its current logo is dated, uninteresting, and unimaginative.
2. Redesign Designer Mandy Barrett created a new logo that ties together the name and what the company creates—piping and tubing.
3. Early options Pursuing her tube inspiration, Barrett explored a variety of looks centered around silver piping.
4. Fonts Barrett selected a bolder font, Techno Regular, for the title, and a thinner font, Century Gothic, for the subtitle. Color The designer selected a black and green palette to help Ground Effects stand apart from its competition, whose colors tend to be red or blue.