In our ideation sessions for this rebrand I was greatly inspired by the movie Interstellar. I liked the feeling the movie gave you of limitless possibilities presented by the vastness and wonder of space. So I developed a list of words to associate this idea with and used those to bring the logo to life.
There were some bad or half-baked ideas.
But ultimately an idea took shape. I wanted something that would relate in an abstract way to space on several levels. The element on the left can represent the solar system, but also was meant to feel a bit like light circling a black hole and streaking out into circular rings. I also wanted to use a font that felt a bit like it belonged in the Cold War space race era and I felt Amboy was just that font; thick, slightly aggressive, and a touch retro feeling.