Complete Metering Services
SERVICES
ART DIRECTION
BRAND IDENTITY
YEAR
2024
INFO
CMS (Complete Metering Services) is a utilities and energy company working across electricity, gas, water, and smart metering. I led a full rebrand—logo, custom wordmark, colour system, and brand applications—to modernise their identity and position them for growth across every sector they operate in.
PROBLEM
CMS's existing identity no longer reflected where the business was heading. As they expanded across multiple utility sectors, they needed a brand that signalled innovation and reliability in equal measure—professional enough to earn trust in the energy industry, but distinctive enough to stand out. The challenge was to capture a broad, multi-service offering in a single, ownable mark without it becoming generic.
SOLUTION
I built the logo as a layered mark where every element earns its place. An abstract C forms the foundation; an S doubles as a lightning bolt for energy and electrical work; an upright stroke creates an M that reads as a flame for the gas sector; and a water drop—shaped like a meter needle—nods to both precision metering and future expansion into water. The whole icon points north-east to signal forward momentum. A custom wordmark mirrors the mark's angular, rounded forms, and a six-colour palette balances energetic oranges with trusted steel blues. The result is a cohesive, future-proof identity that holds up everywhere from a polo shirt to a building wrap.
