Urgent Technology approached Hatfish to deliver an updated logo design. They felt the current logo design no longer reflected the companies efforts to be retain their position at the forefront of such competitive market. While the old logo design had served them well through out the 90s, it was decided that a new logo that communicated a dynamic modern company was needed.
Urgent technology are a forward thinking software company. Urgent Technology was acquired by Techniche, a global investor in profitable innovative technology products and companies. Urgent Technology have been serving blue chip companies since 1997 providing best in class performance with ‘eMaintenance’ a facilities management service. Clients across a broad range of industries benefit from the savings that eMaintenance delivers.
Urgent wanted to retain the essence of the original logo. The old logo design, a simple black and white design represented the clear message of the company. We felt it was important to keep this feel. Opting for a two colour design kept the original sense of transparency while adding a little more personality to the new design.
A blue colour was chosen as it is the color of trust. It can suggest loyalty and integrity as well as conservatism and frigidity. The particular hue we arrived at also inspires determination and ambition to achieve great things, a sense of purpose in striving for goals.
The three circles represent a connection between partners and clients. The accent colour is used to indicate the central entity here. The other two circles are used to represent further connections orbiting the focal point. As Urgent deal with many connections and distribute a constants stream of data to its clients this was included as a visual representation of this.
Rather than changing the character of the logo completely by using a brand new font an updated version of the old font was decided upon.
Original Logo Design
Updated Logo Design
In conclusion the new logo has retained elements of the original while adding an accent colour, allowing the logo design to comunicate on another level. through association the three circles will become a small usage logo by themselves. Lending a useful mark to identify Urgent technology where space does not allow the full logo design to be displayed.