Capital Business Machines and Innovative Systems, Inc. merged companies to form a one-stop shop for their clients’ technology solutions. Hence, their new name: Capital Technology Group. They needed a smart logo and identity that is both a nod to their past and is future driven.
Agency: Stone Ward
Client: Capital Technology Group
Sketching Phase
Moodboard with early concept
Initial Logo Concept
The client expressed a desire for letterform logos or unique wordmarks to highlight their new name. Ultimately, the logo needed to combine the past and future of the technology industry, stand out within their competitive landscape of technology services, and be simple and smart.
With the idea of two companies, two groups of people and two service offerings coming together, the logo mark was formed. Created from each of the letterforms “C”, “T” and “G” representing Capital Technology Group, the shapes interlock like puzzle pieces, symbolizing the problem solving and solutions that Capital brings to all their clients. The logo maintains ties to the past while also looking to the future, a nod to how Capital Technology Group has achieved decades of success.
new vs old logos
vertical and horizontal logo construction
Brand Story
Capital Business Machines has always been about problem solving. What started in 1939 as the Capital Typewriter Company has evolved into a business that’s adept at understanding the technology of the times. From the days of analog to the modern age of digital, Capital has constantly advanced itself in order to meet the needs of its clients. Their latest move forward is merging with Innovative Systems, Inc., a step that has grown their products and services and created a new Capital.
Brand Color Palette
Brand type family
Brand toolkit
Brand patterns
Branded polo shirt
