FMC Structural
FMC Structural Design Group is the sister company of FMC & Associates. Their brand identity and logo design needed to complement their sister company but be visually distinct to help establish themselves as a reputable structural engineering firm in their own right.
They had no previous visual assets except the old sister company logo they borrowed and the new FMC & Associates logo we designed.
Considering this, we designed four FMC monogram logos in a similar minimalistic modern style. The colors were related but denser and richer in saturation, and the fonts were close but had distinguishable personality characteristics.
We intentionally designed the logo's core elements to be kindred but not twins. This same design thinking was applied to the website design.
They wanted the monogram to be in 2-colors and look like a corner city block of high-rise buildings while keeping the “FMC” letters readable. This logo tells a story, is executed well with illustrative and typographic elements, and will make the company stand out.
Concept 2 was the preferred choice. It’s professional, represents the brand’s foundation, speaks to its ideal audience of architects and developers, is modern and updated, and is recognizable and memorable. It works great across all digital marketing materials because of its square lockup, and we created a horizontal layout for the logo to fit proportionately on the website header.
FMC’s logo for the last 15 years.
Concept 1 used the sister company logo incorporating new building structural lines, but it was too matchy-matchy.
Concept 2 is a more symbolic abstracted corner city block of high-rise buildings in a hexagon shape, giving it a 2D flatness and a 3D illusion. This works great in 1 and 2 colors.
Concept 3 is a more representational monogram of the corner city block of buildings not in a defined shape.