Fraser Oliver was looking for a local design studio to handle the branding needs of his electricians business.

The design uses a condensed (tall) font choice and an ‘electric blue’ coloured separator line with an electrical circuit resistor symbol placed halfway along. A nice clear white colour along with the vibrant blue works against a more relaxed dark navy. The navy gives quite a sophisticated feel - signalling an impression of ‘high-end’ when placed on a dark background such as this. Generally speaking, navies and dark blues are also synonymous with 'trustworthiness’.

A logo always needs to be able to work on white backgrounds too and an inverted version of the logo can be viewed working well.

As instructed, clichés like light bulbs and lightning bolts have been avoided, but a subtle amount of appropriate symbolism in the logo to add some flavour of the industry has been employed.