Engine Mark and Brand Attributes

I recently created a logomark for a client based on a turbine engine. There are many things to consider when creating a mark — is it simple, impactful, meaningful, scalable, enduring — but we find it most important to ensure the mark genuinely represents the client’s identity and purpose.

We do this by first developing a brand strategy and establishing its brand attributes — its tone, how it makes people feel, and its point of view — and then relentlessly test each piece of communication against those attributes.

The brand attributes for this client were Collaboration, Community, Insightful, Innovation, and Action.