Summary

Changing the company name was a chance to rebrand and make the new logo more thoughtful.

Automated Environments changed its name from Automated Electric. It’s a small change, but it reflects how the company grew from being electricians to designing and installing complete automated systems for homes and businesses. Think automated lighting, shades, security and entertainment systems. Along with the name change, they wanted to do a rebrand. The previous brand was the initials “AE” italicized. I thought the new brand needed to be more compelling and have a concept behind it.

Using a dimmer switch as inspiration, I created a stylized “E” and locked it up with a matching “A”. The “E” shows the dimmer effect, but a bonus effect is that the “A” appears to have speed lines. The typography is modern and the dark gray becomes more prominent in the design applications.

The idea is subtle, and not everyone will see it right away. But it gives the brand that extra “pop” beyond just being ordinary. Some of the design applications shown here are the business card, t-shirt, new website, truck graphics and an installation sticker.