Engine World Logo/IdentityEngine World is a silly name for a company, don't you think? Even so, the company's offering is very interesting, even possibly world-changing. In short, Engine World's primary product is called the Powr/Master, an electrical power generator designed not to supplement city power but to replace it, at a much lower operating cost—sometimes 50% lower. The device runs on cheap natural gas to allow users to self-generate electrical power via a highly modified automotive engine at their own locations.When Engine World approached Ellis Graphics in Austin for logo design/corporate identity, the company was in its very early stages. The existing identity that the company's executives felt strongly about featured a horse's head, obviously indicating "horse power.” Although a valid direction, the execution was elementary at best. It was decided early on that it would be beneficial to leverage the existing equity of the horse concept, but present it in a more sophisticated way. The logo design process yielded dozens of horse's heads presented in many styles. The idea that began to emerge as the most viable featured a combination of rotating horse heads. There were options with two, three, four and five heads rotating in various ways. The 3-headed option seemed like the most balanced while maintaining a scale that allowed for small details. The final design combines the repeating stern-faced horse with a subtly mechanical "gear mane", both indicating horse power, surrounding a "power burst" shape. This identity project also includes a tag line developed to help describe the company's primary value proposition. Ellis Graphics provides this service too. A successful tag line, like a successful logo, is often best when interpreted in more than one way. Engine World's tag line, "A New Generation of Power", describes a new method of literally generating power and at the same time speaks of a paradigm shift that well-describes the promise of the product. |
Austin Ad Agency, Branding, Web Site Design, Logo Design, Brochure Design, Interactive Design, Photographers, Illustrators; Austin Texas |
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Phone: 512-371-1997 • info@ellisgraphics.com
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Ellis Graphics, Inc. • 5828 Balcones Drive, Suite 201 • Austin, Texas 78731 • Phone: 512-371-1997 • Fax 512-371-3055 • info@ellisgraphics.com |
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