We began by immersing ourselves in the world of NDT itself, from ultrasonic and radiographic testing methods to the materials, defects, and industries Fidgeon serves, to understand not just what the business does, but how it’s perceived by the technical audience it serves. Looking at category references like Fujifilm, Stresstech, and Magnaflux made one thing clear: this is an industry built on trust, precision, and restraint, not colour and flourish.

We explored a range of directions early on, from concepts weaving in “NDT” directly as a wordmark or acrostic, to emblems referencing cracks, defects, and radiographic imagery in a nod to the technical processes at the heart of the business. Through several rounds of concepting and feedback, the direction was refined and simplified. Rather than an emblem tied too literally to one product or process, we moved towards a clean, versatile F icon, one with genuine common ground across Fidgeon’s full range of services, paired with a considered, industry-appropriate colour palette.