Designing Distinction Into A Name & Logo Design

Kinetic Branding recently completed a naming and logo project for New York-based ASI System Integration. ASI is North America’s leading independent provider of IT services, solutions, and technologies. The company engaged Kinetic to rename the company and design its new corporate logo and website. 

Old ASI Logo

ASI was one of many 3-letter initial named organizations in the IT industry, like CDW, SHI, UDT, HPT, and others that was having trouble standing apart and telling a unique story. The "A" in the "ASI" name didn't stand for anything after a company merger. The old ASI logo (shown right) was competing with more than three dozen other companies with the same initials and somewhat similar logos. 

The new company name, Agilant, is a combination of the words "agile" and "vigilant," the two words that continually defined the company and its Brand Energy Analysis, which had the Brand Energy Emotions of "Control" and "Convenience." Agile represents the ability to be flexible and create custom technological solutions for their clients. Vigilant also represents the company's dedication and loyalty in creating powerful solutions for their clients. Both words fit the company's unique Brand Energy Formula.

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The new Agilant logo design focuses on the apex, the summit, the pinnacle of custom solutions and client services that the company provides. The "A" of the Agilant logo has a crown-like shape at the peak of the letter, which represents the apex of solutions and service, and also serve as a compass-like symbol revealing the company's ability to provide direction for their clients. The logo is minimally designed and the "A" mark integrates into the name so that it highlights its distinct name and logo design.

New Agilant logo mark

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