GoStech came to me without an established visual identity. There was no logo, no defined color palette, no visual language; only a business that needed a way to present itself.

Starting from a blank canvas was exciting, but it also meant that every design decision had to help define what the brand could become.

Before arriving at the final identity, there were plenty of ideas that didn't make it.

Direction 1 - Starting From Nothing

I began exploring the relationship between the G and T, but the early versions became too complex. The letterforms had too many details competing for attention, and the overall mark felt clunky rather than intentional.

The concept was starting to come together, but it needed restraint. I started removing unnecessary details and simplifying the geometry so the G and T could read more naturally as a single mark.

Direction 2 - Too Generic

The second logo was built around a simple three-dimensional box. Stripping away the letterforms, I was interested in the idea of structure, systems, and physical objects, but the concept became difficult to read. At different points, the form could suggest packaging, equipment, or even a technician's toolbox.

While the geometry felt appropriate for a technical company, it wasn't communicating anything uniquely connected to Gostech. I realized that simply looking "technical" wasn't enough; the mark needed a stronger relationship to the name and the company's identity.

Direction 3 - Refining the Mark

The logo was coming together at this point. Incorporating concepts from both iterations, the logo resembled the letter mark 'G', partially enveloped by cogs, in a slanted box. The problem? It didn't immediately read as an opening box.

Though this wasn't the final mark, I knew it was close. Distinct, recognizable, and related to the industry Gostech serves.

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