Fasten concrete to steel, and make it strong enough to withstand an earthquake: that's Seisco's mission. Our mission was to build this simple yet powerful technology company a corporate image. By combining the strength of the extra bold san serif font and the power of a red and silver color palette, a solid image took form. Graphic interpretations of their patented mega-bolt were built into the mark and logotype: the three parallel red lines represent the threads of the bolt, and the gray "s" mark symbolizes the screwing action. In the company name, the upside-down "i" is actually a graphic representation of the seismic bolt and its patented composite washer.