Work on Servhawk branding started with the idea of “keeping an eye on your servers.” With that in mind, the first logo designs involved the literal interpretation of a hawk watching servers. The next iterations involved condensing that down, for instance, to an image of the servers reflected in the hawk's eye.
Then, a different direction was tested, using lightning to represent Servhawk's focus on power and electricity. A rough mock-up of turning the “S” of “Servhawk” into a lightning bolt finally brought the two design directions together, using the outline of the hawk in the lightning bolt “S” and placing the round lowercase “e” where the hawk's eye was.
The final step was removing the electric glow in favor of bold green, a reminder of the environmental aspect of the company's goals. That decision also made the logo's hawk lightning bolt usable as the icon for ServhawkGreen ratings, with color-coded bolts representing the scores.
Posted with permission from Servhawk CEO Denis Yaro.