Owner Jim Berrill came to pink dog designs during the start-up of his business to create a logo that would help him expand his services and build his consumer base through brand recognition. While assessing Jim’s marketing plan we quickly recognized that his original logo could not meet the demands of a growing business. The original logo, self-designed using desktop publishing software had several flaws. Technically, designed as a bit-map image his logo could not be scaled to larger formats and with an image of gas molecules randomly floating out of control it gave little confidence to potential customers. A new logo design would need to be scaleable and easily transferable to a broad range of marketing materials from business cards and letterheads to vehicle decals and shirt embroideries. The new logo would be designed to convey a sense of containment, clarity and control to help build client confidence in his services. The final product created for Jim in 2002 and still used today is a clean, simple and scalable logo that will continue to represent the professionalism and quality of Jems Gas Services for years to come.