LA Graphico and Midnight Oil Creative united into one company and wanted to create new branding that encompassed the promise of the newly combined company. The icon represents multiple layers of meaning. The first visual takeaway is a drop that represents "oil" and "ink" which is in reference to the company's history in print. The other read is of a flame that represents our passion for our work. The last read is the initials "M" "O" for "Midnight Oil". The logotype features custom letters like the "m" that is born from the reciprocal of the "N" which represents the duality of the company (printing and advertising).