After working for the STC, or the NAU Student Technology Center, for about a year, I realized I didn't like fixing computers very much... viruses were frustrating, mechanical problems were complex, and my god, the blue screens of death... but more importantly I realized a need for design in my community! As a group of PC-loving tech-geeks, they didn't have a strong sense of any visual identity, other than things being very disorganized and posters and fliers being hand-made. The logo consisted of an RJ-45 port with a cape, standing on a hill with a cartoony face... needless to say i saw opportunity for simplification, and for our company to better serve the student population.
The first thing that needed changing was our squad name, for the sake of worker morale. As students of Northern Arizona University, our mascot is the Louie the Lumberjack.. and somewhere along the line the STC decided it was a good idea to start calling our field techs 'Lumber Geeks,' toting the tag-ling 'Do you have a little geek in you?'...
I told them STC was a meaningless group of letters to students, Student Technology Center was too long to say, and not to get me started on the title Lumber Geeks. I suggested calling ourselves the 'Tech Center,' while maintaining the name 'Student Tech Center' in our logo and official name. It would allow us to call our field techs simply 'Techs,' while giving our phone techs a shorter title to say when they answer the phone.
Working within the NAU marketing standards, i was forbidden from using any typography in the company mark, and was to use the NAU color palatte, so i utilized the shades of blue to create a tech-friendly look. The power button is intended to be a general symbol for turning on technology, as it is the STC's job to ensure the NAU student population is connected, powered, and working efficiently.