Industrial Filtration Manufacturer Redesign

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This customer received 74 logo designs from 51 designers. They chose this logo design from avro_ as the winning design.
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Logo Design Brief
Sparkler Filters has recently undergone a rebranding to better represent our core business of manufacturing solid/liquid industrial filtration vessels for industries including but not limited to chemical, pharmaceutical, and biotech industries. Moving away from the concept of water filtration, our new logo captures this essence by depicting the removal of particles and the transformation of liquids.
For this project, we seek to conceptualize this idea from the logos icon—the separation of particles and clarifying of liquid—using "Sparkler Filters" itself to act as a metaphorical divider in the logo, visually communicating the transition from 'dirty' to 'clean'. See attached files.
We encourage designers to eliminate the icon, keep the concept of the bands/waves and particles flowing through/around these and keep the Sparkler Filters Venus Rising Text style in the final design.
Target Market(s)
Chemical/Pharma/Biotech and similar companies.
Logo Text
As Is.
Font styles to use
Other font styles liked:
- Venus Rising
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- Waves/bands similar to existing. Text the same. "Particles" and "Liquid" becoming clear as it passes through the words "Sparkler Filters"
Nice to have
- The concept of existing logos icon "S" except with the words "Sparkler Filter" acting as the dashed horizontal center line (the filter).
Should not have
- Stand-alone icon.