Client: Single Source Technology (SST)
Tasks: Brand Creation
SST, or Single Source Technologies, is a one stop shop for machines, tooling, and EDM (Electrical Discharge Machining) supplies. Known for comprehensive knowledge and commitment to maintaining relationships, SST is a valued partner by customers. Since being acquired by another company, SST saw a need to redefine their visual identity to better position themselves as a resource during the digital transformation occurring in their industry. This is where our team came on the scene.
Our team brainstormed many logo concepts, and while other designers explored other avenues, I explored ways the letters “SST” could be abstracted into an ownable mark. My ideas ranged from building the letters of bold stokes to represent the precision of machines and the power of an SST partnership (A), to interconnected forms symbolizing the company’s emphasis on client relationships (B), to agile, flexible shapes that communicate the SST’s ability to adapt (C & D). When presented with a range of logos from all designers, the client selected my concept C (final version shown on right). The forms, shifting harmoniously forward, speak not only to the SST/client relationship, but also SST’s ability to move in sync with evolving needs.
My first concept for SST’s complete visual system was directly inspired by the chosen logo. Bold paths represent SST’s way of working closely with customers and helping them push forward. In layout, the path element interacts with photography and type, creating an overall impression of forward momentum. Even if customers are not sure what they need, SST will always help them shift forward to the right solution.
My second concept answered the client’s direct request to explore how EDM supplies and consumables (products such as wire, fluids, and resins) could be elevated in the visual system. Large geometric shapes puzzle together to create dynamic layouts. The shapes, serving as containers for photography of machines, consumables, and SST team members in action, bring together everything SST has to offer. Much like SST’s relationship with customers, the modular system can flex to fit many needs.