Our goal was to bring life and warmth. Omaha Steel is a company that cares about the customer journey and prides themselves in making high-quality modern castings. Accordingly, we chose a geometric font; sans-serif and slightly rounded to signify craftsmanship and precision. We also chose to use a warm gray for the “Omaha” in the logo, and a gradient orange to represent the pouring, melting, and cooling of steel. Finally, since the logo would have to be a distinctive mark on steel parts, we incorporated the gear in the “O” of Omaha, and hooked the “S” in Steel around it, thus achieving the optimal brand identity, even for small parts.