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Designing the Amazing Insights Logo

Amazing Insights is a real-time server analytics and logging application that any .NET developer can easily integrate into their existing solutions. When designing the Amazing Insights logo, there were a few core characteristics that needed to be accentuated to empower the brand:

  1. High Performance
  2. Confidence
  3. Well balanced
With these 3 characteristics of Amazing Insights, I set out to look for inspiration. 

 I finally came to BMW M logo as a source of creativity as I was walking near a Best Buy and saw an M6 parked in the front.

The BMW M has a global reputation to be BMW's high performance line up in any class. The classes include M3, M5, M6, M-Coupe, and M-Roadster. If you want a high power vehicle within the BMW brand, you had to get an M.

In regards to confidence and balance -- I went with higher font size A and I but a smaller font for the rest of the letters. In trying to project confidence, everything is uppercase and the grid lines up perfectly to speak to its solidity. With power, comes the need for balance. In order to gain balance, one needs to provide control. In the Amazing Insights logo, the base is lined up perfectly and the stripes (//) with the A are exactly 2 pixels apart giving it 3 stripes.

On the whole, ABC is moving forward on sales, branding, and product development. Thank you all for the wonderful and honest feedback.
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