For the FOCS product concept, the government contractor client needed a logo that would support a new equipment line housed in a Pelican case, and wanted the identity to show that strength and protection—but also to feature a clever play on words.
In the discovery phase I researched both government / defense / rugged-equipment branding and analogues: what visual signals convey durability, security, reliability without being overly aggressive or clichéd. I explored logo sketches that combined iconography tied to protection (cases, lock-like forms, shielding) with typographic treatments that could subtly nod to “focus,” “cases,” or “foc’s” (depending on wordplay). The mood boards I built drew from sturdy color palettes (deep blues, grays, perhaps muted metallic accents), strong typefaces with weight and minimal embellishment, and imagery of rugged gear and precision.
During design development I created a core mark that balances solid geometry (to echo the rugged case) with clean, restrained typography; I tested versions that can work in single-color, monochrome, or reversed formats so it remains legible and impactful in all use cases. After feedback, I refined spacing, line weight, and contrast, and specified how the logo should be used on the Pelican case surface, on datasheets, on web assets, and in campaign materials.
The final identity gives the client a mark that feels tough and dependable, hints at the play on words in FOCS, and is versatile across rugged equipment, collateral, and digital use—positioning the product as both professional and protective.