Rockwell Minerals specializes in mineral rights acquisitions through out the country. Selling mineral rights can be an intimidating process and viewed negatively when large corporations pursue local owners for their land. Rockwell Minerals’ logo needed to be strong, trustworthy, and approachable while maintaining a sense of professionalism.
The mark itself presents a few hidden characteristics that play off of the company's qualities. The leg of the R has been lengthened to extend below the baseline of the wordmark. This represents the act of breaking through the surface of the earth to reach the precious minerals and resources that lie beneath.
The K and W have been joined to form a ligature between the two characters, symbolizing the partnership between the landowner and the company coming together in a common interest.
The ligature’s negative space forms a hidden mountain peak which stands for the earth and the ground we all share.