Vendgenius was an upstart "smart" vending machine company. Their technology used cellular data connections to relay the machine(s) stock so that a vendor would know when to refill the machine, and exactly what they would need to refill.
After an extensive font exploration, a hand modified treatment using Kabel was chosen. The treatment of the lower case "i" in the word Genius was both a play on the cliche "lightbulb" representing an idea, and their unique concept of transmitting the machine status via a cellular data signal. Finally, the background treatment is a nod to their start in aquatic centers, intended to mimic the gradation of color underwater.