The Banowetz team just completed a fun naming, identity and merchandising project for a CNC (computer numeric control) machine shop specializing in custom-cut metal and plastic parts. The owners of the company (formerly called Precision Dynamic) came to us wanting to update their brand. With accuracy that’s within ten one-thousandths of an inch, they are not your average operation. They’re also fast and reasonably priced for the exceptional quality of their product. In an industry where speed usually outweighs quality and vice versa, they wanted to establish themselves as being a cut above the competition.

Our first task was to come up with a new name and positioning line that more accurately described the company and the service they provide. We presented numerous options, with the client landing on “TrueAxis. Maximum Momentum / Absolute Accuracy.” We designed nine logo options, followed by some color exploration. Once the design and color palette were finalized, we went on to create a stationery system, as well as hats and shirts for the staff. Here’s a look at some of the finished pieces. We think the logo has a nice bold, graphic look that makes a strong impression — and a great deboss.

— Team Banowetz