CFS Logo - Concept 1

EXPERTS! – Concept 1
The brand here is “Expert!” which is personified by the exclamation mark. This is further exaggerated by the asterix. This combination makes the hybrid character a ‘grawlix’ (A grawlix is a sequence of typographical symbols used to represent a non-specific, profane word or phrase. e.g. #@$%*!).
This is bold and confident, which tells the world CFS are the ultimate authority on sprinklers.
Secondary to the “Expert!” brand, the unique exclamation-mark/asterix hybrid doubles as a sprinkler- head, that when seen will make a customer smile.

https://picnicdesigns.co.uk/project/cannon-fire-sprinklers-logos/