Diskeeper Logo

Executive Software changed its name to Diskeeper Corporation in an effort to focus on its 95% market share of the automatic disk defragmenter market. While still on staff there, I was asked to design the new company logo that was to communicate “Fast, automatic, disk defragmentation”. Needless to say, it was very tricky to get that across in a logo. Using marketing survey data, I came up with the new logo that incorporates a clock (to represent “scheduling/automatic”) and broken concentric circles becoming whole again (to represent disk defragmentation). To communicate speed, I put the whole thing on a slant to give it a sense of motion. The new logo was then incorporated throughout the company’s communications. I also created an extensive style guide to maintain consistent branding of the new corporate identity.

I have the pleasure of seeing my work in big lit-up letters on the side of the building every time I drive up the 5 freeway in Burbank.