For the upcoming launch of Henschel’s newest innovation - the Extend and Load system - I was asked to create the logo.

It needed to be eye-catching, modern though timeless, and incorporate some of the visual attributes of the system itself.

With all these requirements in mind, I started the process. First were rough sketches that were narrowed down and brought into illustrator to clean up. Then a couple favorites and a color palette were picked out, which lead to another refinement stage. Further adjustments were made to smaller details, like the leg of the “L,” and spacing. Final tweaks to the color placement were made before finalizing the design.

Though I was spear-heading the creative side of this endeavor, it was a team effort. I cannot emphasize the importance of collaborative feedback in this situation! It becomes so arduous to pick one design after looking at so many for so long.