Gusto brainstormed several name options for the client to choose from, settling on ‘Innerview’. We created a logo based on the idea of looking through a wall to the rebar within. It adopts a bold “no-nonsense” approach to communicate this idea, using heavy and simplified elements to balance out the modern and approachable logotype. This motif is repeated on the reverse side of the business card. The blue and charcoal palette not only gives the design a modern and professional aesthetic, but the light and dark help illustrate Innerview’s noninvasive techniques in a rugged industry.