Branding & Corporate Design

Brand Positioning

Bute Engineering

Bute Engineering

Who decided that all engineering firms should look the same?

Bute Engineering is a small, family run operation that required everything from a logo to brand positioning to capabilities templates. Inspired by some my previous portfolio work, they asked me to help bring life into their business and assist with identifying some of their company’s core values and offerings so they could better communicate them to prospective clients. I was also given permission to have some fun when creating their brand identity.

The owners of Bute and I did exploratory brand exercises that included questions about their ideal clients, what they believe in, and how they want to be perceived by the public. We used these answers to help identify their value proposition and to help set the tone for what their branding should look like. One theme visibly emerged during this research; the desire to appear confident, smart-as-hell, and able to get things done.

Using the ‘get it done’ attitude as my guiding force, I explored several logo concepts that used bold and confident lines, and ultimately arrived at a colloquial symbol of confidence; the bicep. Combined with a colour palette that utilizes both soft and vibrant colours, and a logomark with a heavy typeface, the Bute Engineering identity was born.

To maintain a somewhat “scientific” looking aesthetic, grid lines are incorporated into the additional brand assets to call attention to engineering and planning, and occasional sunburts and gradients bring a feather-light balance to the bold contrasts of lines.

The system was completed with business cards, report templates, iconography, social media graphics and a brand identity guide book.

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