Geoex MCG / Corporate Rebrand Case Study

Geoex MCG is a marine seismic data provider specialising in seismic surveys offered to oil & gas companies worldwide. With offices in UK, Norway, France, USA, Mexico, Nicaragua, Singapore, and Egypt, Geoex MCG's goal is to develop efficient geological and geophysical exploration strategies.

On May 15, 2017, British seismic data service provider Geoex Ltd aquired the Norwegian based Multiclient Geophysical (MCG). On January 1, 2021, the two organisations merged their expanding geological portfolios to form Geoex MCG.

Initially there was a concern from executive management that a rebrand would dilute existing brand recognition - with a preference to use both existing logos side by side. My role within the organisation as the Graphic Manager was to encourage a visual rebrand to present a singular organization to not only our clients but to the employees, whether through adopting the stronger of the two brands or developing something new and wholly unique. I was concerned that by using both existing logos as the new brand, Geoex MCG would continue to send a confused message to its clients, while also encouraging (albeit unintentionally) an interoffice ‘us vs them’ mentality. Both of which concerns could be mitigated by creating a unified brand which could not only be celebrated by the employees but presented to clients as a benefit to future business ventures.

Early concept of chosen logo

I presented 3 options to the management, however the above was what I ultimately encouraged and pushed for. I used design motifs from both existing logos; the diagonal geological ‘fault lines’ present in the Geoex logo and the horizontal geological ‘era’ dividing lines used in the MCG logo. My proposal builds from these seismic motifs, with an appropriate nod to structural geology, faults, and deep imaging while intersecting colour and shape to reflect the eons. The colour palette takes a similar approach, drawing together a variety of geological references. The effect is one of creative exploration and modernity with a breadth that allows it to stand apart from competitors (who tend to have a heavy focus on being primarily blue). Hexagons, profile colour bars, lines and sans serif typography make up the foundation for the visual world of Geoex MCG. These elements can be used freely to produce new patterns or compositions.