Electric Machine Control Systems, or EMCS, has been a staple in the Pacific Northwest large machine industry for a very long time. With an ever-growing business, and a logo designed 20 years ago, they approached us to bring their branding into the modern era by giving it a much-needed makeover.
We also built EMCS a completely new website. Read about that process here.
EMCS Needed Flexibility
Their logo was designed so long ago that they had lost contact with the original designer and over the years were left with only a simple, small, JPEG file. No PSD, AI, PDF, nothing. Making large banners, vehicle graphics, apparel, or any medium that required a quality graphics or a scalable vector file virtually impossible.
The Redesign Process
We wanted to stay true to the original design and include the cog (they are a machine company), the lighting bolt (that deals with electrical components) and the hand grasping it (showing control over the electric machines).
Changing the layout of the logo a little bit gave the overall design a more dynamic feel and a sense of "motion" or "action". Changing the way the hand is grasping the lightning bolt helps make it compelling and more memorable. Less of a "punch" pose and more of a "reaching up and harnessing the electricity" feel.
The finished logo is both refined, modern, and versatile. It gets the message across and is memorable. Precisely what you want in a good logo. By having both a light and dark gear or cog we lent EMCS further versatility in how they applied their logo. The "light" cog logo is actually transparent allowing it to be placed over other images for an interesting effect.