Filtran LLC

About This Project

The Brief

Filtran LLC is a global leader in the manufacturing of automotive transmission filtration products located in Des Plaines, IL, and are a top supplier to the OEM and aftermarket customer. They are innovators in the industry and handle all aspects of the business — from product development and engineering to manufacturing, testing and distribution. The ask was to create a modern and industrial looking logo that signified strength and power. They also liked the idea of a symbol or icon integrated into the name of the company and were open to abstract ideas.

The Solution

I chose a bold, block font to give the brand a feeling of power and strength and decided to give it a slight 3D effect to further enhance these traits recommended by the company. I came up with the conceptual idea that, in essence, a automotive filter is really just a small piece that fits inside a larger piece of equipment. I played with many different shapes and really liked how a simple triangle integrating into the “A” played up this abstract thought. And although a filter may be a small part of a larger picture, by making the triangle red, it signified that it was an integral part. I created multiple versions of the logo to be used in different mediums and formats. The logo was used on all corporate stationary as well as stamped on every filter created at the plant.

Target Audience

Global OEM and aftermarket customers in the automotive and heavy duty equipment markets.

Role

Designer