We Know IT is a commercial audiovisual integration company providing professional AV design, engineering, installation, programming, and commissioning services for clients nationwide. With deep technical expertise and a reputation for exceptional attention to detail, the company needed a modern visual identity that reflected its capabilities while clearly distinguishing it from a traditional IT support provider.
We completed this custom logo design and branding project in collaboration with JJ Social Light, an Atlanta, Georgia-based marketing agency. The goal was to develop a memorable, technology-forward logo that communicated connection, precision, movement, and seamless audiovisual integration—without relying on the predictable imagery commonly found in technology company logos.
The Branding Challenge
Although the name “We Know IT” was already established, the brand needed a clearer visual connection to the company’s actual services: Audio, Video, and Technology.
The new logo needed to:
- Position We Know IT as an experienced commercial AV integration company
- Represent its three primary service areas: Audio, Video, and Technology
- Communicate expertise, connection, collaboration, and seamless system integration
- Feel contemporary and technologically advanced without appearing cold or impersonal
- Avoid making the company look like a conventional computer repair or IT support business
- Reflect the company’s values and three-part structure without using overt religious symbolism
- Reproduce clearly across websites, uniforms, vehicles, signage, presentations, and printed materials
The company also wanted to preserve a subtle visual connection to its previous dotted logo while creating a cleaner, more sophisticated, and versatile brand identity.
Our Custom Logo Design Process
We developed four original logo concepts, each exploring a different way to visually represent the relationship between audio, video, and technology.
Rather than presenting arbitrary logo variations, every concept was supported by a complete creative rationale. We explored symbolism, typography, color psychology, scalability, brand applications, and how each design would position We Know IT within the commercial audiovisual industry.
The presentation included:
- Primary and horizontal logo configurations
- Individual logo concept explanations
- Custom color palette recommendations
- Typography systems
- Real-world brand mockups
- Guidance for digital and printed applications
This strategic approach allowed the client to evaluate each concept based on more than personal preference. They could see how every design decision supported the company’s services, personality, values, and long-term business goals.
The Selected Logo: Concept #3
The client ultimately selected Concept #3—a distinctive symbol created from three interlocking arcs composed of graduated circular dots.
Each arc represents one of We Know IT’s core service pillars:
- Audio
- Video
- Technology
Individually, the arcs represent distinct areas of technical expertise. Together, they form one continuous, interconnected symbol that communicates how We Know IT brings multiple systems and disciplines together into a seamless audiovisual experience.
The three forms meet at the center, creating a strong visual representation of integration, collaboration, and unified system performance. The three-part structure also carries a subtle connection to the company’s faith-guided values without relying on literal or overtly religious imagery.
Connecting the New Identity to the Original Brand
The graduated dot pattern was an important part of the selected concept. It creates a sense of motion, signal flow, digital communication, and technical precision—all highly relevant to professional audiovisual integration.
It also provides a thoughtful connection to the company’s previous dotted logo. Instead of abandoning the brand’s visual history completely, we refined the idea into a cleaner, more intentional symbol.
This allowed the new logo to feel fresh and modern while retaining a degree of familiarity for existing clients and business partners.
A Modern Logo for an Audiovisual Technology Company
The selected logo avoids common technology branding clichés such as computer screens, power buttons, generic network icons, and circuit-board graphics.
Instead, its interwoven structure creates a more distinctive and ownable identity. The circular movement suggests:
- Digital signal transmission
- Audio waves and sound patterns
- Video pixels and screen technology
- Data flow and connectivity
- Continuous service and support
- Multiple systems functioning as one
The result is a logo that feels modern, fluid, and technologically advanced while remaining approachable. Its balance of technical precision and human-centered design aligns with We Know IT’s reputation as both a knowledgeable AV integration partner and a service-focused company.
Strategic Brand Color Palette
The final brand identity uses a sophisticated combination of gold, dark blue, and a lighter blue for balance.
Insight Gold
The luxury gold brings warmth, confidence, and forward momentum to the brand. It is also used to highlight “IT” within the company name, increasing visual recognition and helping the wordmark stand out.
Deep Reason Blue
Dark blue serves as the primary color for the We Know IT wordmark. It communicates professionalism, trust, experience, and authority—important qualities for a commercial AV company entrusted with complex technology installations.
Clarity Blue
The lighter blue introduces balance, stability, intelligence, and growth. It helps the three-part symbol feel vibrant without becoming overly bright or playful.
Supporting shades of black, slate, and muted gold give the broader brand system additional flexibility for websites, presentations, signage, apparel, vehicles, and marketing collateral.
Together, the colors create a visual identity that feels energetic yet grounded, modern yet timeless, and technical yet welcoming.
Typography That Balances Expertise and Approachability
The final logo pairs Handel Gothic D Bold with Handel Gothic D Light.
Handel Gothic D Bold gives the company name a strong, confident presence. Its rounded geometric letterforms complement the circular forms within the logo symbol while making the brand feel more approachable than a rigid or overly futuristic technology typeface.
Handel Gothic D Light is used for the “Audio • Video • Technology” descriptor. Its clean, refined letterforms create a clear visual hierarchy and reinforce the company’s professionalism and technical expertise.
The service descriptor is especially important because it immediately explains what We Know IT does. It helps prevent the company from being mistaken for a traditional IT support business while clearly positioning the brand within the commercial audiovisual and technology integration industry.
Designed for Real-World Brand Applications
A successful logo must work beyond a website header. The We Know IT identity was designed to remain recognizable and legible across a wide range of applications.
Both primary and horizontal logo configurations were developed to accommodate:
- Company websites and digital marketing
- Social media profiles
- Business cards and printed collateral
- Employee uniforms and embroidered apparel
- Commercial vehicles
- Equipment labels
- Proposals and presentations
- Trade show materials
- Interior and exterior signage
The symbol can also function independently as a compact brand icon, giving We Know IT a flexible visual asset for smaller digital spaces, apparel, promotional materials, and future brand applications.
The Final Result
The completed logo gives We Know IT a distinctive visual identity that accurately reflects the company’s work and values.
The three interlocking arcs transform Audio, Video, and Technology into a unified brand story. The graduated dots communicate signals, movement, connectivity, and digital precision. The color palette balances energy with professionalism, while the typography makes the company feel confident, modern, and accessible.
Most importantly, the new identity positions We Know IT as more than another technology provider. It presents the company as an experienced commercial AV integration partner capable of bringing complex systems, people, and technology together seamlessly.
Looking for Custom Logo Design and Branding?
A professionally designed logo should do more than look attractive. It should communicate what your company does, differentiate your business from competitors, connect with the right audience, and remain effective everywhere your brand appears.
We provide strategic custom logo design and brand identity services for businesses that are ready to establish a more professional, memorable, and cohesive presence. Whether you are launching a new company or modernizing an existing brand, we can create a visual identity built around your services, values, audience, and long-term goals.
Contact us to discuss your logo design or business branding project.