The client wanted Michigan state in the logo. Since it was a contest (may not win the prize money) I maintained the detailed outline and offered to simplify it after as well as widen the swoosh on the thinner side to commit to it more but only the tones of the colours were the requested changes. The company serves in the metal fabrication industry so I chose Proxima Nova family in uppercase, within a subtle grid ('Michigan Fab' aligns with 'M' and 'F', 'Engineering' with 'E' and the graphic), which presented strength, pedigree and simple legibility — the tilt gave motion and just flowed well with the shape of the state and while the added flare of the star points to Lansing, the location was never confirmed so hopefully it's accurate. I asked tho!
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