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Fortmax approached me in the midst of an ambitious undertaking—a complete rebrand that included a new name, a refreshed visual identity, and a fully redesigned website. Their primary objective was clear: to establish themselves as the leading experts in parking and traffic safety products across the USA.
The rebrand needed to resonate with their core audience of project managers, procurement specialists, and contractors. The goal was to craft a visual identity that balanced strength and reliability with approachability. Above all, the brand needed to stand out in a highly competitive and often utilitarian industry.
Services
Brand Strategy
Visual Identity
Logo Design
Home page design
LOGO
The Fortmax logo features a distinctive custom typeface with angular edges that convey strength and durability, aligning with the brand's promise of providing high-quality safety products. The lowercase letters and rounded corners soften the design, creating a balance between strength and approachability, which reflects Fortmax’s focus on customer-centric solutions.
BRAND SYMBOL
The brand symbol is crafted from geometric shapes to form an abstract 'F', which also resembles an arrow, subtly referencing traffic and safety elements like directional arrows and road lines. Encasing the symbol in a container reinforces the concept of road safety, as most traffic signs are visually contained within defined boundaries, emphasizing structure and clarity.
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LOGO
The Fortmax logo features a distinctive custom typeface with angular edges that convey strength and durability, aligning with the brand's promise of providing high-quality safety products. The lowercase letters and rounded corners soften the design, creating a balance between strength and approachability, which reflects Fortmax’s focus on customer-centric solutions.
BRAND SYMBOL
The brand symbol is crafted from geometric shapes to form an abstract 'F', which also resembles an arrow, subtly referencing traffic and safety elements like directional arrows and road lines. Encasing the symbol in a container reinforces the concept of road safety, as most traffic signs are visually contained within defined boundaries, emphasizing structure and clarity.
