Initio3i Logo

Initially, I designed this mark for Initio Advertising. I started by creating a custom typeface, then I added a unique element to it that focused on the major change in the advertising industry: instead of broadcasting messages to the masses, clients through advertising communicate one-to-one with their audience. Great! Later, the company split into two legal entities and the "3i" was added to the mark.  Not so great, but they lived with it for a while.  Finally, realizing that the personality and position of the new company now revolved around the definition of 3i, we refined the same concept into a simpler, more memorable mark.  Not an ideal process, but we found success in spite of it.