Following the Strategic Guardrails process, Pennebaker recommended keeping the name of the company, even though its flagship product offered greater name recognition. But it needed a new look. And a reason for being.
Through research, we learned that particle and poison removal in reactors—the way to reactor performance—was regarded as a kind of dark mystery. We wanted to emphasize that there is math behind the magic, structure behind the chaos, methodology behind the madness.
The new logo embodied these dichotomies, combining a continually changing internal element, represented by the Voronoi patterns, with an unchanging “C” icon. Endless solutions. One company. Clearing the path to performance.