I was contacted by Brad from Marelex Electrical through a referral to create a new corporate identity and then follow it through to all assets including a new website. Brad showed me his existing logo and gave me a loose brief with provisions such as; clean, modern, high tech, striking, simple.
I visited the Marelex Electrical premises and gained a feel for their production facility, reception and work process as well as the range of products and services they produce.
Of note during this tour was a component of their service called “Power Factor Correction”; a technology that enables substantial power bill savings for minimal up-front capital investment. Leveraging the semantics of these words I decided to focus on them as a starting point for the logo. After much research I gained an understanding of how PFC works and while doing so, I noticed that the equilibrium sine curve of this phenomena strongly resembled a “M”.
The logo then evolved into a icono-graphic representation of the Power Factor Correction equilibrium sine curve.
The colours were also important because the previous outdated brand used very cool purples and blues. So I decided to imbue the brand greater “strength” and dynamism using a complementary pallet of deep blue and bright orange. The anchor for this pallet came from the orange powder coat used by Marelex Electrical to finish their electrical units.