After Hulsey Environmental was acquired under new ownership by Alitus partners, they wanted a fresh start, which includes a new logo as well as first and foremost, a new company name. In the naming process our team goes through a few different steps.
The first thing our team did was understand what set them apart from their competitors, who their audience is and what kind of experience they want to convey with their new brand. From that point we put together different themes that were cohesive with the personality of the brand. Throughout the process of coming up with hundreds of different names we were constantly doing competitive research to ensure there’s no company with the same name and that there is both trademark and domain availability.
Throughout the process of several rounds we did a survey asking the team their likes and dislikes on names and what they liked about the ones they favored. This feedback process really helped us put things together better. Originally, the team liked the word ‘flow’ and once we added ‘blue’ they loved it, ending up with the new name, Blueflow. We then presented to Alitus on our reasoning behind the chosen ‘Blueflow’ in comparison to other finalists.
Now that the team had completed the new naming for Blueflow, they were able to then create a brand story and potential tagline that speaks to the name. Which moved them to their next step, a new logo to updated on items across the brand such as the website, digital media, trucks and swag.
To start off the process, the designer on this project, Brandon Kelly, began by creatively brainstorming and showcasing as many examples as possible to the client. After presenting the many different logos, typefaces and colors to the client, they then shared the things they liked and disliked. From the client’s feedback the designer then came back to the drawing table to hone in on the direction they are feeling the most.
A big piece of this logo project included what the designer referred to as, ‘the mark’. The mark consisted of a ‘b’ and an ‘f’ and would be strongly used for social and other pieces of the brand. The designer was focusing on making sure the mark worked not only by itself but also with ‘Blueflow’ spelled out.
In deciding the brand and logo colors there was a lot of strategy behind it. The team wanted to keep things simple but also choose colors that would stand out against competitors. Colors chosen included hues of red, white and blue to play into that industrial, American, blue collar work environment. The idea behind choosing the reddish-orange color for Blueflow was to specifically highlight their 24/7 emergency call services on things such as their website and sell sheets.
After much back and forth with the client, it was narrowed down to two different directions to take the logo. The first had a softer look and feel with a lot of curves and the second was more industrial which felt more in their realm as far as the brand. The logo chosen is something that the designer describes as being very versatile for different marketing initiatives within the brand.
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