A twenty-year-old logo, brought into this century

Rhondama had carried the same logo for twenty years. It had served them well, but it had stopped matching the business behind it — and once their website was modernised, the mark sitting at the top of it was the thing letting the whole thing down. They wanted something modern that still said what they actually sell. The second half of the job was a sign to replace the tired one on the unit.

Keeping the product in the branding without turning the logo into a diagram. It had to read as modern and fresh, but an engineer pulling into the car park needed to know instantly what kind of business it was. There was also two decades of recognition to protect — throw all of it away and you lose the customers who find you by memory.

Strong modern typefaces, paired with an icon built from the products themselves. Elements of the old logo were carried through so nothing familiar was lost. The corporate colour was strengthened so it reverses cleanly out of a dark background, which matters on signage and vehicle livery. The icon works hard enough on its own that Rhondama now use it as a standalone mark, and the new fascia sign carries it at scale across the front of the unit.

A logo that looks current, an icon the client uses independently, and a sign that reads from the far side of the trading estate.