CoAction is an east coast based technology consulting partner focused on business outcomes for clients such as Dell Technologies, VMware, Splunk. They have a multi-faceted approach in solving their client's needs that include data center infrastructure, cloud-managed services, cybersecurity operations, automation, and technology procurement.
I met them through a mutual friend of mine who had a business relationship with the owner. The owner pitched me the concept and told me that his designer friend created a batch of logos that he wasn't quite sold on. He asked if I could select the best ones and give them a slight refresh. My proposal to him was to re-do the best two and to provide one that I would make from scratch. He agreed.
Honestly, I wasn't moved by what I had to work with. There was some potential, but the lack of rationale to provide context to what I was looking at just made them into inanimate objects. While doing discovery on “my” logo, I noted that I was attracted to the more abstract logos in similar and adjacent industries. The ones where the art doesn’t hold your hand and gives you an obvious tie-in to the brand itself. As a creative, I always tend the favor the path least taken. So I decided to go more abstract here too.
What I came up with was a mark that had multiple components moving in a similar direction and working together to create the letter ‘C’. The movement it creates also symbolizes the loading wheel of any computerized program. Since CoAction has a diversified list of offerings, I figured it would be best to have a logo that is simplified. A logo that acts as an all-encompassing entity, rather than something that reflects the complexity of the company’s dealings.
The original color palate provided by the client had an assortment of greens that could be found in nature. I thought that approach would be good for something dealing with the outdoors, nutrition, or a consumer product being “all-natural”. For this project and the specification of the business, I liked that the green is artificial and approachable in a tech/commercial sense.