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Client : General Electric
Project Type : Identity Design
Project Details:

Project description provided by client:
Program designed for promoting growth outside the normal scope of General Electric. Keywords for the project were: High Tech, Innovative, Modern, Accessible and Clean.

Project critique by our artists: General Electric asked us to develop a logo for a project designed for promoting growth of ideas within the company that was outside of their normal scope. Some of the ideas they wanted the logo to express were high tech, innovative, modern, accessible, and clean. They were looking for something simple and eye-catching that would be easily recognizable without the "Growth Reimagined" name. The basic concept behind this logo is growth, both natural and technical. The unique combination of tree roots and arrows helps to achieve this. The roots express new beginnings and change while the arrows express profits and a new direction. All of these pieces growing and working together from the same form. Having such a long name presents another challenge. Therefore various degrees or thicknesses of each word was used to create a visual compliment to the icon. The colors chosen relate very well to the idea of nature, growth, and perhaps, too, money and profits. Keeping it one color allows them to easily change it to fit on all their various applications and promotional products.
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