Schenectady Municipal Housing Authority
From a name on a building to a brand the city can stand behind.
LogicalNet has kept Upstate New York connected since 1994. As the business grew from internet access into managed IT and cybersecurity, its brand stayed behind, and so did its story.
We helped LogicalNet refocus on what clients really buy today, the people and the thinking behind the technology, and retell that story with a new mark and message.
People still remembered LogicalNet as an internet service provider.
The old mark said so out loud: a globe, a swoosh and the words “Internet Service Provider.” Meanwhile LogicalNet was running help desks, data centers and around-the-clock security for organizations across the region.
The message was old and stale. It described a business LogicalNet had outgrown, and prospects weren’t signing.
Prospects saw a utility: a connection, a line item, something to shop on price. Sales conversations started with the wrong question.
The thing that really set LogicalNet apart, engineers who know your network and pick up the phone, never made it into the first impression.
Does your brand describe what you do today?
So the brand had one job: put the expertise first. The logic behind your network.
Every choice in the new identity points back to what LogicalNet really stands for.
Every node and line in the mark is a connection, and together they form a brain: the expertise that designs, watches and fixes the network.
Six words tell a prospect what they’re really paying for: judgment and experience, not just hardware and bandwidth.
Steady blue for the infrastructure clients rely on, bright green for the thinking that keeps it growing. The wordmark splits the same way: Logical, Net.
The brain ends in the tail of a speech bubble: a quiet promise that you’ll reach a person who explains things plainly.
Drag the handle to see what changed.
With a clear story to tell, LogicalNet tells it in public: on the evening news, online, and at the Tech Valley Cybersecurity Symposium it has hosted since 2022.
The new identity gives prospects a different first impression of LogicalNet, and a reason to let go of the old one.
If people still see you the way they did years ago, your brand may be telling an old story. Every engagement starts with a free consultation, where we look at how you’re seen today and what it would take to change that.
Free consultation No pressure Straight answers
From a name on a building to a brand the city can stand behind.
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A crest, four card suits and a line the regulars repeat: Royal Smokes for Royal Folks.