The Dubai-based steel-trading company Amesco is a truly global firm, conducting business in the Middle East, Europe, and throughout Asia. Representing five generations of metal and steel traders, the company turned to Chermayeff & Geismar & Haviv for a new graphic identity as it prepared to expand into new markets. We created a symbol that incorporates three capital A’s, a letter that is meaningful to the owners, harkens back to the firm’s previous symbol, and signifies the name “Amesco”. The symbol further suggests strength, structure, and building.