SOS
Solutions Oriented Systems

The Challenge:
As a business offering IT support as well as a time-and-billing software program, Solutions-Oriented Systems (SOS) needed to convey the key benefits of its business offering: “We’re there for you to help you deal with your computer emergencies.” The old identity was static—showing part of a computer keyboard—and failed to communicate the meaning of “S.O.S.”

The Solution:
The new logo highlights the “SOS.” The “O” is stylized to represent the start button on electronic devices. The exclamation point says “help,” the power symbol represents the technical support, and the angle implies time and billing (a clock).

Trace Register

The Challenge:
With food safety and product authenticity becoming increasingly important to the food industry, the web-based food traceability company needed a logo that conveyed its global reach and captured the concept of electronic supply chain traceability. The old logo did neither.

The Solution:
The new logo shows a dotted line that circles a blue globe, suggesting the links in a supply chain. We used distinct, bold colors, with reflex blue as the “base,” suggesting confidence and trust, with a bright orange color suggesting new, fresh ideas. The Trace logo sends a global message, to convey the complex food marketplace of today.

Bowker

The Challenge:
Founded in 1872, Bowker® is the world's leading source for bibliographic information. Libraries rely on Bowker's wide range of reference and services, and publishers and booksellers rely on Bowker's supply chain services. The challenge was that Bowker, an industry dinosaur, was not conveying its message of providing the ultimate book experience.

The Solution:
The new logo uses a contemporary font and the book tucked in the letter w is a metaphor for discovery and virtual technology. The strength of the font sends an authoritative message which is key to the brand.