ICS Brand Redesign
Intelligent Conservation Systems is a water conservation systems installation company based in the correctional sector. They had already been a part of the market for 10 years and had been in desperate need of a redesign as the initial logo has aged terribly.
In trying not to alienate who the company is; it was important to take some of the design cues that the initial logo had used and try to incorporate them into the new brand. Brand continuity and recognizability was stressed as important and as such the letter ICS had to be used as although it was not the official name of the company it is how it was known in the sector.
Keeping elements as color and the 'waves' element allowed to keep some brand recognition while still being able to give the company new life.