New Work: Affirmed Networks corporate mark

Affirmed Networks, corporate mark1978 Triple Crown winner, AffirmedEymer Design recently completed a fast-moving corporate identity project for hi-tech startup, Affirmed Networks. Our assignment was to design a corporate mark that had the solidity of a long-established organization and subtly conveyed the idea of a thoroughbred horse. After all, the company was (partially) named after 1978 Triple Crown winner, Affirmed.

Corporate mark projects are always interesting, as it is extremely difficult to predict the final outcome. This is especially true when working with a large committee. With Affirmed, it was logistically impossible to meet in person – eliminating the luxury of the designer looking directly into the client’s eye.

Was this one of the more difficult corporate ID projects?

No. Probably the most challenging project for me was developing a new logo for a certain life sciences firm, where the company chiefs had gone to a tattoo parlor following a corporate social session, and had the company’s (ugly) corporate mark permanently inked on to their upper arms. Needless to say, we conducted more of corporate identity tuneup – when a total overhaul would have been a better option.
– Doug