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Our case study shows you how we use our D.O.G. Process to create brands your customers will love... from initial concept and skthe strategic thinking and reasoning behind the rebrand, to the initial logo development and finally the finished design and rollout.
M&B has been in business since 1969. A proudly WA, family owned business that specialises in providing the building industry with quality products and exceptional service. In the past 48 years the company has changed little in terms of the branding and corporate Identity and has retained the same basic green throughout this time, even through the company has grown to become a major player in the Western Australian building industry.
In 2013 the company attempted a modernisation of the old logo and changed the font to a sans serif chunky
“M” and “B” with the ampersand incorporated into the initial lettering. The green block was still retained and the tag line of “Quality Building Products” was shortened to “Building Products”.
1969 - Original M&B logo
2013 - Revised M&B logo
Due to their diverse product offering M&B needed to create an identity that would appeal to a broader market - outside of the building industry where they are relatively well known (though mainly as a supplier of doors and door products). Their target market has grown to include architects and interior designers, Owner Builders, Renovators and DIY enthusiasts. Additionally it wanted to be seen as a provider of the total solution for all your building needs from doors to all your timber and building supplies requirements.
Ideas and Rough sketches
With a catalogue of over 18,000 products their range is vast and as such there was a need to identify divisions within the company whilst still retaining the core M&B identity and heritage.
The consensus was that the company has THREE distinct divisions;
The new brand identity would need to:
Taking the two core elements (divisions) of the business: doors and timber - and representing them as a visual graphic of a door and a cross section of a timber log.
Further simplifying these visual graphic representations:
By re-arranging and re-sizing the three quadrilateral shapes we form the three descenders of the letter “M” while the placement and size of these shape a lowercase “b”, creating a visually interesting and graphic interpretation of “M&B”... In addition to the three quadrilateral shapes signifying the 3 main divisions within the company.
Using the negative space one can also see a building take form - with the side and two doors/entrances - symbolic of the building industry, or alternatively this relates to sawn planks of timber.
Combining this graphic and enclosing it in the “timber log” circle, you get a logo/icon that is a strong, bold and a simple graphic representation of the M&B offering, while at the same time visually interesting and modern.
With the addition of the M&B in a modern, clean font aligned to the centre of the circle element you get a brand mark/logo that is strong, bold and visually striking, while at the same time being clean, modern and simple. Additionally one that will work across a variety of applications and sizes.
M&B is a company that sells a huge variety of products and we needed a payoff that would encompass all of this and yet still tell people who didn’t know of M&B what the company did. So we reverted to the older payoff reincorporating the word “Quality” to convey our premium product status.
In addition to the master version we also created a vertical format version of the logo.
The colour Palette for the new Identity will be primarily Black and White, with a Secondary Colour Palette to differentiate different divisions within the company.
The typeface, Greycliff, was chosen for it’s unique simplicity, and the slight rounding of the edges aids in softening the hardness. It is also suitable for use across all applications, from header text to body copy and also on digital media, with a variety of weights.
M&B Reception Signage
I acknowledge the traditional owners and custodians of Wadandi Boodjar on which I work and live. I recognise their continuing connection to land, sea, culture and community and pay my respect to them and their cultures; and to Elders past, present and emerging.
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