Logo redesign for C-Tech Industries, a leading manufacturer of joysticks and control boxes for Boom and Scissor Lift equipment. The goal of the redesign was to create a more modern logo that would help convey the type of products they are known for in the industry. The original intent was to keep the swoosh accents and color scheme, but from the get-go, I knew we were getting rid of the gradient and beveled/embossed effect on the text. I created a few rough sketches and initial designs in Illustrator that adhered to those guidelines but also threw in a few options that went in a different direction.

As it turns out, they decided to go with the circular “C” mark with a joystick in the negative space.