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RJD Creative was contracted by Information Consulting Group (ICG, a process improvement firm) and Net Solutions Inc. (an IT firm), both of Santa Ana, California, to work with them on the marketing of the merger of the two companies. The new company would need a new name, new corporate identity mark, tagline, business stationery system, corporate collateral brochures and company web site. RJD Creative named the newly formed company Synoptek — a fabricated word condensing the phrase “the synergy of operations and technology”, and a literal translation of the new company’s offerings.
After the new name was in place, the logo mark and stationery system were designed. The corporate symbol utilizes two elements, a directional arrow representing process, and a path ending with an electronic “node” representing technology. The juxtaposition of the two elements creates the letterform “S” in the negative space between the two, the new company’s initial. The new stationery system is deliberately simple in its approach, designed (and not over-designed) to appeal to the new company’s senior corporate management audience. RJD Creative is currently developing corporate collateral brochures, ads and other marketing materials for Synoptek.