VOSO is an equipment procurement company serving the oil and gas industry.

Brand concept

This was created for an open contest on 99designs. Though it didn’t make it to the final round, I like the mark.

The aim was to provide something corporate but also modern. Making a feature of “Inc” was intended as a way to draw and keep the eye on the logo. Blues were chosen to reflect the gas industry in particular.

Here’s a caption style for an embedded image in WordPress.




With this logo I took an alternate route to traditional legibility. Counter-intuitively, the aim is to leave the logo with a measured degree of non-legibility. This is illustrated in offsetting the V in VOSO. At times, it is arguably better — in terms of psychological marketing strategy — to oblige a person to stop and decipher a lettermark. One finds that what was unclear in a glance becomes clear when you pause, and herein lies one element of the branding and marketing strategy.

Format: Vector graphics
Software: Affinity Designer


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13 November 2015
Ian Douglas

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