The momentum logo and brand has undergone a significant transformation. The new identity had to satisfy all of the existing expectations of what our original mark stands for...while simultaneously moving the brand forward.
Striving to maintain the iconic and recognizable mark was a primary goal. This was achieved by carefully deconstructing the existing mark and studying its fundamental shapes, angles and weight. This process informed our work and perspective as we approached the challenge of defining a new mark.
A new Brand Standards & Usage Guide is being developed to provide the foundation for consistent application of the momentum brand across all media including interface, web, collateral, and promotions. Consistently expressing the momentum visual identity builds a strong brand awareness, allowing momentum to maintain our position as the market leader.