Eljay Oil asked us to develop a logo for a brand new product, Pure Performance Fuel. This is a cutting-edge technology that improves power and fuel efficiency for diesel engines. It’s a thing of the future. Our logo supports that industrial, high-tech style by reflecting the power of the product itself. A lightning bolt through the word “performance” gives a metallic, energized feel to the logo. The gradient applied through the lightning bolt further supports this concept, illuminating the logo. The lightning bolt also connects with the ‘E’ from Pure and the ‘F’ from Fuel to provide balance and bring all the elements together.