FSE Energy is an American company that manufactures equipment to extract biomass fuel. Until December last year it was known as Factory Sales & Engineering, Inc. when it was rebranded and adopted a new corporate identity, created by MetaDesign in San Francisco.
The previous name and the humdrum logo that accompanied it conveyed an image of a small family-owned company. The new identity is more on par with FSE's competitors. The icon is "a contemporary abstraction of flame", depicting "the transfer of biomass to fuel through fire".
"A family-owned organization, FSE was perceived by customers as a small, regional company – but its market share, capabilities and technology far exceeded its outward appearance. FSE enlisted MetaDesign to create a new visual identity to elevate its brand perception to compete with competitors more than twice its size.
MetaDesign created the brand core, Power Forward as a basis for all design and communication. MetaDesign’s strategy draws from the company’s ability to remain on the technology forefront while looking ahead to industry expansion beyond biomass services.
Armed with a powerful new brand core and visual identity, FSE was transformed from being perceived as a small and regional company to a global player in the renewable energy marketplace." - MetaDesign