Leading up to the rebrand, Superior Boiler acquired a couple industry companies which made them a truly full-line industrial boiler manufacturer. These acquisitions broadened their global reach and customer base. To address their new position in the market, they needed a slight name change and new logo.
The main challenge was not loosing the brand equity that Superior Boiler has built up over its decades of existence. We were part of a larger marketing team which explored different logo options ranging from mild reforms to complete redesigns. We were tasked to design a logo that was closely related to the existing one.
Knowing that the new logo must be a natural evolution of the current one, we set out by dissecting their current mark. We started with the red tartan pattern behind the main "S" letter. The red tartan needed to stay as it references their origins of manufacturing Scottish Marine boilers. We simply cleaned up the pattern with balanced geometry and modern curves. We chose a font that was similar to the old logo and customized the letter shapes and weights to relate it further to the old logo.
The final logo exemplified what Superior Boiler's management team envisioned for an evolutionary logo. To finalize the rebranding process, it was updated on existing marketing materials, websites, online directories, representative websites, social media, etc. The final result is a global brand which is much more consistent and recognizable across multiple media platforms.