When Brooks Stevens merged with Ingenium in 2007, a new company logo was introduced, but over time, its significance and meaning had diminished. Before designing their website, it was essential to establish a set of branding guidelines. In 2008, a branding agency conducted an audit, but their findings did not resonate with the company’s leadership, and their recommendations were not implemented. The agency had associated Brooks Stevens, Inc. with the Sage archetype—the trusted advisor and mentor—but this seemed too passive and detached for a team of dynamic industrial designers and engineers.

A more fitting archetype emerged: the Creator, someone with the vision to transform possibilities into stunning works of art. Hephaestus, the Greek god of volcanoes and blacksmith to the gods, epitomized this archetype. Known for crafting the mechanical owl of Athena, the goddess of wisdom, Hephaestus was revered in Greece's manufacturing and industrial centers. His image—wielding a hammer and poised to strike when the iron is hot—symbolizes the innovative spirit Brooks Stevens embodies and their commitment to creating business opportunities for clients.

This brand narrative informed the design of the "flywheel" in the logo mark and the corporate color palette, which is now integral to all their marketing materials and website.

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