A new player in the technology field, Global Locate, a New Jersey/California-based developer of an assisted-GPS chip for use in mobile devices, needed an identity system that would help establish it in a diverse industry. We compiled information from the company and research into other industry competitors and decided on several courses of action. To begin, as the company’s product had a world-wide reach, we felt that some kind of simplified globe should be used as the sole imagery; it would also serve to emphasize the company name. Secondly, the color blue was chosen to further the global connotation, as it was the chosen shade of many world-wide organizations (i.e. the United Nations) and numerous nations. Typography was kept simple, and a black dot was added to the globe to accentuate the precise location services the company’s product offered. The logo was carried on to business cards, letterhead, envelopes, mailing labels, folders, collateral materials, and their website.