With a recent change of ownership, and a new focus on core competencies, DFM was ready to rebrand itself. I was asked to create something iconic, distinctive from the competition, and easy to replicate across a broad range of media. I was also asked to incorporate a piece of the old logo into the new identity: a classic global icon that had come to represent the company's aspirations and expansive skillset. A little color callback to the parent company and a few iterations later, we seemed to be all set.

Then the news came down. Due to the vagaries of the markets DFM served, it was now deemed prudent to branch the brand into specific sub-brands that were designed to specialize in their market and able to navigate the client requirements more efficiently and effectively. And so...

Sticking to the iconic theme set in the first approved logo, I expanded out by experimenting with the shape of details found in each of the potential client spaces. Some shapes were obvious at the outset, some less so. The bright colors were used to differentiate the branding from the darker tones of competitors, and show a positive, upbeat brand image to a market concerned with finding and retaining trustworthy partners.