Logo for a Mac-centric IT consultancy in San Francisco, primarily serving advertising and graphic design firms as well as doing a little screen-on-screen work for Hollywood.

Why it works

News Gothic is authoritative but approachable in lowercase. The glyph is well-balanced and features an active red arrow springing out of the page. The red and black were good choices from their earlier identity system. Accusations that the type is too “dot-comm-y” have proved unfounded.

What I would like to change

I’m quite happy with how this one came out, and so are the Mann brothers. Everyone who knows them refers to the firm as ” Mann ,” which reinforces their URL but brings some conflict with Mann Theatres (who suffer from an iffier logo ). Unfortunately, someone else owns MannConsulting.com. Would the glyph work to the left of “mann” alone?