Forging karma in every commitment.
Amrak supplies frac pump fluid-end parts and keeps pumps running with repair and maintenance across North America’s major basins. We reimagined the brand in 2024 so it looks as engineered as the parts it sells.
Frac pump parts are bought on trust: the wrong valve or seal can stop a whole fleet. Amrak needed to look as technical and dependable as the parts it supplies, on a polo shirt, an ID badge or a social post.
We started with the name. Amrak is karma spelled backwards, so the identity is built on a promise kept. A wide, squared wordmark with a cut through the R, a hot orange against deep blue and black, and diagonal lines and sparks that give every layout a sense of pressure and speed.
AMRAK is KARMA, backwards.
The name hides the brand promise. The wordmark was drawn so it works either way round.
Read it backwards. AMRAK flips to KARMA. The promise is right there in the name: what you put in comes back.
A cut through the R. The slash in the R reads as a part being machined, and becomes the brandmark on its own.
Wide and squared. Built in the spirit of Orbitron, so it holds up on a polo, a pump skid or a phone screen.
One wordmark, one brandmark.
The full AMRAK wordmark leads. The R brandmark works where space is tight. Both always keep their clear space.
Orange, blue and a lot of dark.
Orbitron for headlines, squared and technical. Product Sans for everything people need to read.
Sparks, lines and pressure.
Textured darks, flying sparks and stacked diagonals give the brand its energy without crowding the logo.
Bold lines on dark, industrial photography.
Each post pairs one headline in Orbitron with orange line work and a dark, textured photo.
From the feed to the field.
The same orange carries through to polos, caps, business cards and ID badges, so crews look like Amrak on site.
Eight ways not to use it.
No squashing, splitting, rotating, recolouring or boxing in. The guide spells it out so every supplier and printer gets it right.
Liked what we did for Amrak?
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