John Oleson is an electrical engineer with a background in sales and client services. When John launched his business, Oleson Sales, his focus was on selling complex electric equipment, but he wanted an identity that could expand to other industries in the future.

With its diacritical marks, the logo I designed serves as a pronunciation clue for John's name, and is also a nod to his Scandinavian heritage. The two Os, the L, and their diacritical marks break out into a secondary, smiling logo, which provides a touch of levity and literally serves as the company's face on social media. Letterpress printed on bright yellow Colorplan paper, the stationery system is bold, tactile, and impossible to miss.