John Oleson is an electrical engineer who also has an extensive background in sales and client services. When John launched his business, Oleson Sales, his focus was on electronical equipment. He asked Werner Design Werks to create an identity that could scale to other industries as his company grew. With its diacritical marks, the logo serves as a pronunciation clue for John’s name and is also a nod to his Scandinavian heritage. The two Os, the L, and their diacritical marks break out into a secondary, smiling logo, which provides a touch of levity and literally serves as the company’s face on social media.