BMO Steel has a great logo and it looks good on their website and their marketing material. Unfotunately, it is hard to read and doesn’t support the company name and ethos. BMO stands for the Latin Bonus Melior Optimus – Good Better Best. This perfectly reflects the client’s career: he started out “good” (actually better than good, but he’s a modest guy). He got “better” (much better), and he strives to be the best at whatever he does.
The stainless steel products he makes are elegant, durable and sophisticated. Phrases like “classical beauty” and “timeless style” come to mind when people talk about his workmanship.
Our workshop concluded that the logo should reflect the classical elegance and Latin nod in the name. We agreed to stick to the signature green used in the current logo and all the signage, but to update the font.
Finally, the logo needed some kind of graphical element. Simple text is clean and current, but some kind of graphical element adds a certain memorability to a logo.
What do you think of the result?