With clientele both offshore, onshore and internationally they needed a brand that would be versatile. As the acronym is so well known for the Apple brand, it was important for us to deviate from using that. The client needed to keep the name as they have been in business since 1979 and had no intention of renaming the corporation. We decided it was best to brand the entire company name with no acronym. We designed a static mark that is both modern and interesting that breaks through the norms that is seen in the industry.