Established in 2017, Bugel Amplification is a young Brussels based company that builds amplifiers for various string instruments. The first amplifier built by Bugel was the Harplifier MK 1 which was a purpose-built amp for the rather uncommon harp guitar. The company asked me to develop a graphic mark.
At the heart of the logo is the "U icon". The icon represents both the company's origin story of building purpose built harp guitar amps, and "Mho": an electrical symbol that refers to conductivity. It stands for the electricity that powers Bugel's machines, and the drive that goes into building them.
The logo is based on the typeface Volta, a modern reimagining of Clarendon that is bold, robust, and characterful. Volta's extended letterforms fit comfortably in the horizontal space of where the logo will be seen most frequently: on the amps themselves.