ReFUELed at 21

Today, as we celebrate our 21st anniversary, we are officially retiring our identity utilized since 2001. I introduce to you the FUEL of the future.

It was time to tighten the bolts on our brand, positioning ourselves for the next 20 years.

So this was not a change for the sake of change, but methodically informed by our brand development process we have solidified over the years — the same process that benefits our clients in reaching their own goals and objectives.

The result of our brand refresh — where art meets strategy — will continue to be meaningful work driven by our brand purpose and the values.

Our new identity will inform internally and externally how our brand behaves. And by aligning our own strategy, identity, and implementation, we will build continuity for our new brand promise — Design Success™.

The new logo conveys FUEL’s commitment to our discipline of design with meticulously crafted letterforms that flow from one letter to another, thanks in part to the attention to spacing and composition of each character.

The bold weight provides a lot of body to the small, four-letter name. This weight gives the logo plenty of presence now that each form is solid, rather than constructed of dots like our previous logo.

The steep angles in the “F”, “E” and “L” demonstrate the rising ambitions for our brand, and, more importantly, what it offers our customers. And the letterforms have increased legibility regardless of the scale, which make it highly functional.

Accompanying the new logo is the use of a symbol set that visually supports our storytelling. What’s striking about these elements is the smart and clever symbolism behind each element.

Whether it be the narrative about the size of our team or collaborative work environment or our responsiveness to our clients needs, these symbols are visual cues that evoke our distinctive style of conducting business.

The color red will continue to be our primary color — signifying our passion and burning desire to create authentic brand experiences.

With our new logo and brand expression, we’re able to easily and purposely apply it across all communication touch points.

Our refresh perfectly reflects who we are and what we stand for. Like client brands we’ve built or refreshed over the past 20 years, ours should stand the test of time.

We have reached a level of clarity with our brand that will take us to the next level as a creative powerhouse.

We remain a small agency, but today we are mightier.

— Bill Bollman

Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies