The Meteor Group Re-brand

Posted by on May 6, 2012 in Branding, Critique, Identity, Journal | No Comments

I’ve been at Meteor Group for a little over a month, but they already want a new identity. Their old logo isn’t bad, just a little dated. It’s shown below.

old_met_logoOur COO wanted the new identity to include an icon or symbol because we are essentially a mobile company. I presented about 15 comps. I usually like to stick with black and white for an initial presentation, but I had to show a little color to get them excited and convey the idea. The eight below got the most consideration.


But it didn’t take long for our owner to pick number 2. Before I refined his pick, I wanted to apply the logo as is in some context that we were actually doing to use it. That way, I could get an idea of how I needed to enhance or tweak it. So, I mocked up a quick letterhead and business card.

letterheadThere were a few problems with the initial sketch of #2 that were evident when applied to the letterhead and business card. It was perhaps too flat. And, the flame wasn’t defined enough. After a little depth and refinement, the final logo was set. Its is shown below on a black and white background.

black n white


Everyone is happy with the logo, but its not perfect. The color gray has to change slightly depending on whether it is applied to a dark or light background. I always prefer to design a one logo that works in every situation.

The logo is applied to the Meteor Group site below.

meteor_on_tabClick image to enlarge

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