We are an existing company (established in 1995) that is looking to do a refresh of our logo and colors.
We are emerging from Chapter 11 and want to signify that we are a "new company", but still emphasize the high brand equity we have in the "GT" logo.
Though I selected our industry as "industrial", our equipment is high-technology manufacturing equipment with very precise controls and process.
Our customers value our ability to deliver proven, consistent, reliable, high-tech industrial capital equipment that scales easily as markets grow. GT has historically helped markets scale by providing robust technologies that can easily yield high volume demands.
I've attached our current logo embedded into one of our PPT slides for your reference.
I also included a stand alone version of our current logo.
We would like to see something that is more modern, fresh, and current.
We still want to emphasize the "GT" portion of the logo as that is the most recognizable part of our brand identity.
GT can be emphasized and could even be used as a standalone "icon" apart from the whole company name "GT Advanced Technologies", however, it may be prudent to incorporate the entire name in the logo, but highlight "GT."
The logo should communicate that we are technology-oriented, forward-thinking and innovative. It could also incorporate some tie into crystals in terms of architecture.
Note that our current PowerPoint template (attached) uses hexagonal geometry to communicate the feeling of crystal technology (we are not married to that).
Note again, however, that our business is equipment and technology used by customers that produce such crystals for the manufacture of products in green industries such as Solar, LED and Power Semiconductors.
We want to ensure that the color choices are universal, but our main markets are in Asia (China is the vast majority). Our former choice of red communicated strength in the Chinese market, but Golds and Yellows would also do the same.
We are open to other suggestions as well, but we want to ensure that there are no negative implications for the color choices in the Asian markets.
We prefer to transition away from red so as to get the most impact of the "new business", but are open to suggestions.
We would also entertain a combination of colors, but not too busy.