Please Note: ABG of Michigan is now part of EPIC Retirement Plan Services and no longer uses the ABGMI brand. These archived brand assets are displayed here only for the purposes of this portfolio.


ABGMI trusted GSM to update their brand image, beginning with an updated logo. The logo design they were working with was already of professional quality, but they were ready to simplify down to something more bold, more strong, and less fussy, but equally classy.

The original logo was classic, but their typeface was too complicated for the modern update ABGMI desired. Following this thought, we simplified their name to the acronym by which their clients all already addressed them: “ABG.”

We paired this alongside an abstract icon that brings in sharp angles and glossy gradients. Their intersecting shapes represent the unity, strength, and stability of ABG’s powerful, nation-wide professional network.