As the competitive landscape changed and new opportunities emerged, Argonaut realized that their current brand did not position them well for expansion into other markets. Vogel Designs guided the executive team thru a complete rebrand, including identity and positioning.
The brand platform exercise revealed the company was more than a gold company; it was also poised for growth in other areas. The logo communicates this dichotomy by combining several symbols: upward and downward arrows to communicate the foundation (gold) and future, the pick which is also a horizon, and the letters A and G.
Argonaut Gold - Brand Platform, Brand Identity, Business System