RSI Mexico is an ID and tracking solutions provider in the Calibaja region. A medium sized company that nonetheless has over 25 years of history and experience.
I had the opportunity to work with them on a logo redesign that stayed true to the original while facing the company towards the future.
Original logo
New logo
Rather than a rebuild from scratch, the new logo had to feel like an overhaul of the previous one, compressing all its elements into a simpler, cleaner mark that still made subtle nods to the company´s services.
The round and geometric nature of the logo was intended to be dissected into ¨building blocks¨ that could inform the rest of the brand, becoming a blueprint itself for a complete identity system.
Among the surprises you can find in the logo is a letter R that resembles a hand-held barcode scanner; a letter S that emulates a label strip going through printing cylinders; and the complete mark being ¨scanned¨, a functional and narrative use of the cuts in the original logo´s typography.
Some logo iterations before the final version
These stand prototypes were designed while the new logo was still a secret, but the new visual language was slowly being introduced into the brand to set the stage for a smooth transition.
A billboard just outside the company´s headquarters. Taking a guerrilla approach, from a certain angle (on clear days), a label appeared to cast a shadow onto the billboard while revealing a corner of the new logo.
The logo was unveiled on the company´s 25th anniversary, providing the perfect graphic solution to celebrate the milestone.
Thanks for looking!
