ASM was formed from the basis of a management buyout of an existing company. Wanting to put their stamp on the project, the directors decided to rename and have a stronger presence. The brand requirements were quite simple - to be strong, highly identifiable in their sector and to be a strong stand-alone logo.
The idea behind the colours were blue-grey for steel and red for burning and heat, and the 's' component is 'toothed' to suggest cutting. This logo was extrapolated to van signage, paper sets and the original website, including SEO.