General Tool Company (GTC) is an aerospace and defence industry engineering firm based in Cincinnati, Ohio.
Rebrands are not only an invitation to be bold; oftentimes they are an injunction to be so. Problems with GTC's existing lettermark had to be addressed, but more than that, I wanted to elevate the company and reach towards the iconic.
Submarines, ships and planes: military application air and sea vehicles. These are among the outputs GTC supplies systems and components for. I wanted a mark that could convey both, but be tied to neither. The mark should be organic and free flowing. This is a rebirth.
I arrived to this simple and distinctive mark. It speaks to flight, yet is ambiguous. Most importantly, it conveys an emotional frequency. It is serious, yet dynamic and evocative.
One of a number of directions explored, the client seized on it immediately. We did a lot of work subsequently to flesh out the brand ecology. I'm looking forward to seeing this mark out in the wild.