It started by crafting a RIP video from miscellaneous internet swipe to tease the new brand vibe, tagline, and refreshed logo. From there I went deeper into the proposed new logo evolution. The original logomark used squares to represent data and technology coming together, but it wasn’t very recognizable or memorable. I crafted a new logomark that evolved the purpose of the squares and turned them into something more recognizable and memorable, while still maintaining the essence of the original logomark.

The new tagline “Quality changes everything” represented a bold new direction for MasterControl—and its color pallet, typeface, photography and other design elements needed to support that direction by representing and expressing change.