Green Flash Machine

San Diego, CA

I was hired by the new owner of a San Diego-based machine shop to rebrand the company and develop a marketing plan.


The owner selected the name Green Flash Machine after the “green flash” optical phenomena that sometimes occurs just after sunset. San Diego and its ocean sunsets make it¬†known for its abundance of this event. Green Flash Machine borrowed the green and blue colors from the company’s sister company, Formalloy, so some equipment and other business and marketing-related items could be interchangeable.


We developed a logo that used a gear, the traditional symbol for machinists, to create a “green flash” over a blue bar representing the ocean. The logo is heavy and sturdy which is consistent with the product but unique and straightforward enough to stand out from the crowd.

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