Systemental is a business performance consultancy group based out of Fort Wayne, Indiana. I’ve been working with them on redesigning some of their core marketing materials, including their logo. The redesigned logo is more in line with the professional image the company would like to communicate to their clients. The swoosh, Inc., and raster effects, i.e. bevel-emboss and drop shadow were all removed. The heavy Bauhaus Bold font was replaced with another sans-serif font that is lighter, leaner, and cleaner. The ball icon was cleaned up, enlarged, and given more prominence in the layout since it is used to help communicate the two halves of the services Systemental provides: Technical Systems (System) + Philosophical Strategies (Mental) = Systemental.