We had the opportunity to refresh GM's entire brand top to bottom—naming, website, signage, photography, print collateral, etc. Formerly known as GM Associates, our initial workshops uncovered the possibility of refining their name as it was feeling a bit too stuffy and vague. We encouraged simplifying it to GM Quartz as the clear choice. Straightforward and to the point, it references their original name to avoid confusing existing customers, while making it obvious that they are quartz manufacturers.
Much of GM's work is used as a component in high-tech products and our goal was to redesign their visual identity to better speak to those clients. Honing in on a 3D-inspired monogram, we developed a brand that is clean, fresh, and can represent their company for the next 40 years.