Branding
My goal in updating the logo was to create an eye-catching, attractive and flexible design while maintaining core elements of the original. Though the previous design had some elements that suggested tech, they resulted in making FTI look dated. I opted for a more vibrant combination of blues, a color that has long represented intellect, technology, and innovation. I kept the navy as part of this combination to reference FTI's long-term relationship working with the U.S. Navy.
Another element that was important to keep was their signature blue triangle. A triangle is considered the strongest shape and I wanted this symbol to communicate the strength and endurance of FTI over the past 30 years. I used an equilateral triangle, dividing it in three to represent the different sectors FTI works in, each equal in importance. Using color to create the appearance of a bevel gave the shape more diagonal lines, suggesting speed and action. This beveled shape also gives the sense that it's components are simultaneously leaning on and building off one another to reach it's peak.
I did not want to be constrained by a single logo as we had been in the past so I designed a variety of logo options that could be used if there were any restrictions in terms of space or color. These included our official, primary logo, a submark, a one-color option, an icon, and a secondary logo with the ability to add our tagline.
Website
FTI's website was also in need of an update as they had no consistency in terms of color scheme, typography or imagery. We wanted to focus on removing outdated information and keeping a clear voice throughout the site. I overhauled the old site and designed a new one using Wordpress and Elementor that was refined and professional in quality, utilizing our color scheme, font, and graphics derived from our new logo. I created layouts for each page, sourced and edited all imagery, generated callouts and copy along with a team of writers, and compiled it all into a user-friendly, easy-to-navigate site that more accurately reflects the work we do.
Socials
