Two separate companies with a single owner,
American Equipment Sales Corporation & Automatic Coin Laundry Services,
are being consolidated under one name:
The owner wishes to rebrand but retain enough similarity with the original two logos to feel familiar.
As designs were iterated, it became clear that several elements needed to be retained:
Original color story
Name to the right of the focal point
Design iterations, below, are still in process...
Before deciding to retain the familiar shape of the "A", we experimented with shapes evocative of water, round washer windows, suds, and abstractions of the letter A, including using negative space: