Chief Industries Brand Research and Design
I worked with the smart people at Huebner Marketing to research and rebrand Chief Industries. Chief was interested in better understanding their brand equity and the perception of their existing logo, which included the face of a Native American. The project was to evaluate internal and external perception of the brand, develop a new direction, and establish a transition plan for a new identity system.
The final identity system implemented a more distinct word mark that could be used alone to help the organization transition away from use of use of the Native American icon. The system increased legibility, integrated a 19.47° angle to honor Chief’s founding year, and established a consistent use of red to help retain brand equity.