Background:

Bedrock Technologies, Inc., is an environmental software firm. Their clients include municipalities and environmental engineering firms who require environmental compliance. In the startup phase, they had a logo designed but didn't feel that it was an accurate reflection of the company. Their major focus is water; the tree wasn't relevant. They were also concerned that the logo wasn't professional or progressive enough for a global market.

Before:

Solution:

Their logo needed to portray reliability and innovation. In developing a concept, we felt it necessary to incorporate the meaning of the word "Bedrock"—a solid foundation—as well as the mountains where the company was founded. Because the software focuses on data relating to water, we felt the blue was a more representative color for the logo. In keeping with their tag line "Simplifying environmental compliance" we kept it clean and simple.

After:

Alina's Feedback:

The depiction of mountains in combination with the prominence of the Bedrock name makes sense; it's what we expect and does indeed provide a representation of environment and solidity. By breaking the name onto two lines, it allows the word "bedrock" to be more prominent and provide a quicker read. It looks like a firm that is solid and will be around a long time.