Westorque

I was contacted by Mike Conway about updating the logo for Westorque, an online branch of the tool distribution company, West Side Industrial Supply. Mike expressed that, while his Canva-designed logo was good enough, he wanted something more unique to Westorque instead of something from Canva assets accessible by anybody.

Working together with Mike on a Pinterest board got us on the same page of the desired visual direction. The board was primarily made up of industrial branding that featured strong, prominent icons, with a heavy focus on letter marks as the primary visual. It was clear, too, that Mike felt inspired by a vintage style.

With these in mind, I got to sketching and focused on creating something that felt clearly industrial, and would, hopefully, stand the test of time like some of the great vintage brands on the Pinterest board. I worked on finding ways to symbolize “torque,” attempting to fit in the symbol for torque, or use a hexagon, the shape of a bolt head, to guide the design.