Our first challenge was to bring a unified look that builds confidence and respect to the current branding. We must create a system that lets each product stand by itself and still be part of the "team." We selected a new font and colors that gave the logotype a more dynamic image, consistency, and flexibility. The goal was to provide evolution, not revolution.

There was also the need to bring out the"iQ"smart concept that is buried in the old logotype and fails to project an image of strength. The iQ section of the new brand now accents this selling point with the addition of a color accent swish. A bright green leaf communicates plants and earth.The deep green color adds weight, credibility, and sustainability.