Gotham Machine is an industrial design and prototype studio based in Long Island City. The Gotham Machine team felt that the words, strong, modern, industrial, and simple described their new brand. Our client wanted a logo that could stand apart from the grungy aesthetic of many Industrial Design competitors. The dynamic visual of a bolt is the perfect object to represent their vision. When viewed from above, the bolt could also be a cross section of a pencil, accomplishing another essential for Gotham Machine, to convey the benefit of the designer/maker duality in their line of work.