AMG was looking rebrand itself from being perceived as a local metal recycling company, to being an industry leader that operates worldwide. A crucial step of the rebrand required a renaming, moving from the previous name ’Olgin+Efune Recycling’ which was a ‘smaller’ sounding name, to ‘Advanced Metals Group’ - abbreviated as AMG, which sounds more like a big company and has more global appeal.
The new custom logo identity type conveys all the key brand attributes of being strong, dynamic, industrial and dependable. The logo design inspiration is derived from the various types of conveyors and machinery that are used in the metal recycling process.
