I started at Fusion Alliance in 2002 and one of the first assignments was to rebrand the company’s logo and cascade the brand over standard applications. The internet was maturing to be the tech golden path to business and the future.

The logo was inspired by patterns in telephone equipment. Visually it was a literal interpretation of a group of objects that could form a pattern and thusly align themselves to form an alliance. The two circles are fusing together and are never fully consumed by each other to show the power of elemental fusion. The lock up was created by other designers and has been unique and a challenge over the years.

The new logo is still in use today. Besides a brand refresh in 2009, (The brand refresh added a tagline, the divot and a font called Netto.) the brand is still going strong in a very competitive and digital environments.

                   

Over my 14 years at Fusion Alliance the brand was asked to be in a lot of different spaces and the work never stopped. It was a pleasurable challenge to make the logo work in various different ways. It’s one of my favorite branding assignments and I will cherish the work always.