Fisk Alloy
By fashioning the Fisk logo out of wire we evoke the product itself. It conveys — literally in an instant — the business of Fisk, and expresses the creativity and innovation that defines the company.
Fisk’s brand identity achieves multiple objectives. As a comprehensive brand expression, it accurately reflects the personality of the company, which is decidedly egalitarian (as is evident in the employee badges). It also brings Fisk into the new century and beyond, and speak to the company’s global presence (hence the use of European formats in their business papers).
Finally, the overall brand expression reconciles the sometimes conflicting ideas of stability & reliability against invention & creativity. Thus, the juxtaposition of thin, rigid wire elements against clean backgrounds, and photography that turns an industrial factory, gritty machinery and wire into art.