Atlas |

Identity Program

Design a new logo and identity system to modernize, strengthen, and refine the brand using the company’s original logo mark as inspiration.
We updated the illustration of the company’s nautilus shell mark by abstracting its logarithmic shapes, and paired it with logotype set in Hoefler & Co.’s Gotham typeface. The deep blue and steel grey palette was chosen to provide strength and refinement. Once the logo and color palette were finalized, we produced a comprehensive standards guide to provide instructions for the ongoing use of the identity elements, including stationery and digital presentation production.