Project description
ASCG SERVICE is a company specializing in audio, lighting, and video equipment rental for events and productions, founded in Arezzo in 2016. Through a mutual acquaintance they asked if I could help refresh their old logo and website. The old logo was decidedly dated, but they wanted to keep the colors and the original idea of the classic “moving dots” indicating sound level. When I created the new logo I thought about something that would remain clearly visible even at small sizes — on a shirt or cap — so I looked for a font that was highly legible and would blend harmoniously with the mark. Rounded, sinuous shapes alongside sharp, geometric cuts, echoing the logo itself. After several rounds of exploration I finalized the icon and the various versions for use at small and large sizes, in white and black, horizontal and vertical.
