We are a small, well established, service/ engineering firm that specializes in MRI. We are currently updating our very old and tired website to a Drupal / eGroupware based site and want to update the logo as well. The new site will eventually be a web 2.0 interface and the focus of all of our customer communication and marketing efforts.
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Our audience is primarily b2b; medical imaging and engineering professionals in a narrow market segment. The idea of established brand recognition and consistency of service is the primary goal. The website itself will be very biased toward functionality.
The current logo was a home-made design first done when we incorporated back in 1993. I still like the basic aspect of it. The coil concept is key to what makes everything in MRI work. That, plus the fact we now have 16 years of history attached to it makes me want to look at an update rather than a redesign. The current design can't really be done in monochrome (for that we use another version with the rings as outline-only) and when rendered filled and in color the text-over-rings aspect is cluttered. It’s also impossible to use transparently over anything but a white background. I’d like to update it to address these problems while keeping the look-and-feel and identity intact. However, if you feel you have better way to convey the same idea, I'm open to suggestions. The eGroupware intra/ extranet part of the site will be done using the default iDots theme which will dictate a lot of the look and feel of the site. An example of that is here- https://www.egroupware.de/demo16/in…/index.php .