Fluid Conservation Systems
Fluid Conservation Systems Inc. (FCS) is the North American industry leader in water loss recovery technology.
After some restructuring, FCS chose to undergo a website redesign to better match their parent company’s branding. A logo redesign was also considered as part of this effort, with the main directive being to better communicate their work with both the earth and water through color.
First presented option reimagining elements from the current logo design to feel more modern and clean. This version also introduces the new color palette, blue to represent water and green for earth.
Second option presented, introducing the soundwave-like element referencing equipment the company utilizes to conduct its testing. The colors are used in a gradient as part of the logo mark and paired with a simple logotype.
Third option presented, marrying the elements of the first two presented options. The soundwave referencing their testing equipment transitions gradually—along with the color—into a shape reminiscent of the water waves from the original logo iteration. I again chose to pair this with a simple logotype.