Advanced Laser Application Workshop Rebrand
The Advanced Laser Applications Workshop — ALAW — is a long-standing annual conference that showcases the latest advancements and applications of lasers in the fabricating and manufacturing industries. It's one of the many sub-brands, events, and other properties we have at FMA.
ALAW was one of the first properties I circled for a rebrand when I got promoted to creative manager at the tail end of 2023. The idea of doing something interesting with lasers in the logo seemed like a no-brainer. Additionally, I thought the typography from the previous logo left a lot to be desired.
Specifically, I hated the way the 'A' and 'W' in ALAW were set at different angles:
I wasn't in love with the placement of either the FMA logo or the 2023, either.
I began the process by drawing custom letters, putting everything on a 100-point grid and trying my best to build characters in increments of five and 10. For the angle, I went with 30 degrees across the board. And for the descriptive text underneath the display letters, I chose the extra bold weight of Inter, the font family we use body copy and for the majority of the company's sub-brand logos.
More on this project coming soon.