El Paso Electric wanted a distinct brand for a project they were undertaking to streamline their benefits, accounting, operations, recruiting, and human resources into a single workflow and platform.

This logo is clean, simple, and streamlined. Inspired partially by Penrose steps and a Mobius Strip, it has no beginning and no end, evoking a feeling of interconnectedness to show the “All-in-one” nature of the platform being built.

Its basic, rounded, sans serif typeface is no-nonsense and upfront while still feeling approachable.