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Design Category
Brand and identity systems design, 2000
Design firm
AM PM Design (Centreville, Virginia)
Collection
(2001) AIGA 365: 22
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The purpose of this project was to update an existing identity by embracing a new philosophy of transition, mobility and forward thinking while maintaining the company name. The original mark was an icon combination of a sun and moon representing day and night to represent AM PM Design. The new mark consists of three individual circles that illustrate the transition from sun to moon in a vertical plane. It was a challenge to introduce the new mark to our existing clients without causing confusion or concern. That vehicle of introduction came from the mark itself—a mobile of the three circles that represent the new mark.