Fluid Metering Inc. is a company with an outstanding reputation in the workforce. From medical to industrial, their clientele is extremely diverse. Based on the numerous types of clients they work with on a day-to-day basis, we felt it was appropriate to simplify the subject of their logo as much as possible. This way, the company could continue to appeal to multiple different demographics of businesses. The “F” in Fluid is created with an abstract shape that resembles some sort of liquid. This modernized logo is simple yet symbolic, representing a truly fluid and adaptable company that creates reliable products for clients that come from many different industries. We followed this theme of fluidity when designing the marketing materials such as the identification and business cards by integrating a two-toned blue line on the bleed of the designs. This can resemble liquid moving through a tube or can simply be interpreted as an abstract angular line. Everything from the choice of typography to the color palette was well thought out to give the most accurate and professional representation of Fluid Metering as possible.