The challenge that comes with working on service brands such as electrical businesses, is that there is little iconic imagery to play with that hasn’t been overused and become cliché, e.g. bulbs, wires, lightning, etc. Unearthing some visual language that can truly represent the brand outside of these expected routes was tricky.

After conducting my research and aligning on a design direction with Jordan, I discovered my problem with similar businesses is not the typical icons used but the way it’s implemented. Usually they get tacked on as an afterthought, with little rhyme or reason that adds to the oversaturation of the market and a flood of businesses that look too similar.

So incorporating the imagery with the name, we got there eventually for a logo that I believe to be modern and edgy to truly stand out.