GeoOptics specializes in fiber optic sensors used to peer deep inside the earth for energy resources. Our goal in creating the new logo was the same as most any logo we design: distill the main idea of the company down to a simple, striking mark. Rather than getting overly complex with the fiber optic technology, we focused on a simple geometric approach that could depict the idea of seeing inside the earth — which is the broad concept that lies within the name: Geo (earth) + Optics (see). Our sketches capitalized on the fact that the initial G is based on a circle, so we iterated from there. It was important that the globe and the G have the same line weight to create unity. The placement of the bar of the G also suggests direction to the earth’s core.