This Logo Contains No By-Products

We’re proud to unveil the new corporate logo for our Houston-based client Synagro. When our partnership began, they viewed themselves as the nation’s leader in residuals management. In fairness to them, this wasn’t an inaccurate assessment. Serving some 650 water and wastewater treatment facilities across America, Synagro was (and still is) the leader. But what’s the consumer benefit there?

It was high time to translate “residuals management” into personal, tangible and quantifiable benefits to both their customer base and the public at large.

After a thorough brand positioning exercise, Door Number 3 is moving Synagro from the business of residuals management to the business of creating a cleaner, greener, healthier environment, one community at a time. Fortunately, this doesn’t require them to change any business practices. They’ve been creating sustainable solutions for years. It just means changing the way they talk about themselves.

We look forward to rolling out an entire brand rebirth this fall. Seems like a good time to turn a new leaf.


So long, muted tones and all capped serifs.


Hello, shiny, happy new brand personality.