Lettermark
The lettermark is a simple, sans serif “R” in the Proxima Nova typeface in the semibold italic style with slightly rounded corners.
Gear
The gear is part of the lettermark, representing the mechanical aspect of the business, and also serving as a partial background through which the letter “R” casts a shadow on it using negative space.
Logotype
The logotype is the brand name in Proxima Nova Semibold Italic typeface. The corners of all letters are slightly rounded to achieve a more friendly approach to the visual perception of the logotype.