ABOUT COMPANY

Atlas Copco is a global industrial company providing innovative solutions in compressed air, vacuum, and industrial process equipment.

GOAL

Client wanted everything to revolve around the thought – ‘different thinkers or think differently. Their team has always achieved the best results, so now it was time for them to upgrade or find new solutions to any challenge. For that they requested a name suggestion that would imply ‘different thinking’. This would be made into a logo. They also wanted a tagline or symbol that would support the main logo aptly.

CHALLENGE

To create a logo for Atlas Copco Service Division; for an idea that would be the theme for them, for the year. The central idea was to encourage ‘thinking differently’ withing the service team, to achieve higher goals and success.

Process

The concept, details and expectations were communicated very clearly. This helped us gain a steady start. We first gave name suggestions for the theme, based on thinking differently concept. We also suggested tag lines, a short caption that could be used along with the logo for supporting and reinstating the central idea. Client finalized on one name suggestion – ‘Level Up’, and a tag line ‘Unthink the ordinary; achieve the extraordinary’. The designers worked on raw sketches of the logo. Typographical logo was finalized. A clean and neat font was used for the same. To add a creative touch to the logo , the letter ‘U’ in the spelling was created to look like an upwards arrow – further communicating the central idea and theme. The logo comprised of brand color primarily and a contrasting yellow for the arrow, which really uplifted the logo design.

RESULTS

While the logo was simple, it served as a consistent theme in all communications for the client's annual theme. The final result successfully met all of the client's requirements and was highly appreciated.