Rebranding Ourselves: Conception

A rebranding project is never to be taken lightly. Let’s explore the reasoning and process behind our new look, the benefits and risks that have been involved and how these same principles apply to your business.

An established business does not have the luxury of a clean slate. Changing our public image must be made at an appropriate time and only when the benefits outweigh the risks. Losing established brand recognition or alienating existing customers is a possibility but there is also great opportunity to strengthen, focus and clarify the message that our business is trying to convey. We’ve chosen our 75th anniversary as time to re-evaluate our purpose and how we wish to represent ourselves.

Project Goals:

  • Communicate our strong focus on design, quality and service
  • Increase legibility and brand recognition
  • Create a unified system of design that can be implemented across all mediums
  • Celebrate our long family heritage

Looking Back:

Some of the characteristics of our new identity system have been inspired by past logos.


Since lettering is such a significant part of what signs are all about we’ve chosen to isolate the lettering from the previously implemented logo illustration (2000’s above) which has greatly improved legibility. Creating a custom brush script is not only dynamic choice but subtlely references our history and design focus while the clean presentation keeps us from appearing old-fashioned. The distinctive “S” and circle dotted “I” find their origin in the hand lettered logo of the 1950’s. This style was mimicked in the 2000’s and has been further refined in our new logo.

The Process:

Once the stylistic direction has been chosen a pencil sketch is made and scanned. The scanned artwork is traced into vector outlines by hand and tweaked until the form is complete. It is not until this stage is complete that colour is incorporated. The reason for this is that the form of the logo should be strong enough to work without colour in mediums where colour is not possible such as one colour decals or engraving.



Once a logo is finished it will need to fit in all sorts of places and be readable at a huge range of sizes. Logos with an outside proportion of 1:1 (width x height) through to 4:1 seem to fit better in most circumstances from envelope labels to website headers to truck doors. Our new logo has a ratio of 4:1.


In order for colour to be an effective tool for brand recognition it must be consistent. We’ve chosen colours that have become associated with our brand over time. Even with many changes over the years our trucks and building have remained predominantly red. We’ve selected a pallet of spot colours which we can refer to and use in all future promotional applications.

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Two typefaces were selected to compliment the style of our hand lettered logo. We’ve chosen sans-serif typefaces that have a large x-height and some variation in weight and style. These are very easy to read as headings and have a look of playfulness which is an important part of our business culture that we want to communicate.



Much of our brand recognition is embodied in our mascot “Juki” and we haven’t left him behind. He’s been separated from the logo and now serves as a friendly ambassador proudly displaying the years of our operation. When re-sketching Juki we were sure to maintain his memorable cues such as stance, colouring and (of course) hairstyle. His face is much more distinct with larger eyes and smile and he’s been drawn to better fill a 1:1 square shape.

JukiStackNow that you’ve seen us develop a new visual identity system, join us for part two and see how these ideas are applied in real life applications. The fun is just getting started!

Part 2: Rebranding Ourselves: Application