CME is a 30-year-old company in the metalworking distribution industry that sought a rebrand blending modern aesthetics with a message of precision and craftsmanship, while remaining friendly and approachable. To accomplish this, I selected an industrial color palette of slate blue and grey, enhanced with yellow for a welcoming touch. I incorporated one of their flagship products—a precision rotary table into the design, ensuring it resonated with their target audience and stayed true to the company’s identity. This letter mark strikes a harmonious balance between modernity and timelessness, positioning the brand for lasting effectiveness in the years ahead.