Overview
As Taul Equipment approached its 60th anniversary, the Taul family reached out to me to refresh their brand identity to more accurately reflect their culture and diverse product offerings. They wanted to move away from the previous industrial look and create a brand that felt more connected to their community and customer base, embodying the values of trust and family legacy that define the company.
Initial Concepts
The project began with thorough research and discovery, focusing on the Taul family’s desire to incorporate a tree symbol representing the company’s heritage. Three logo concepts were developed:
1. Concept 01: A modern update of the existing logo, blending familiarity with a refreshed look.
2. Concept 02: A family-oriented design featuring a relaxed serif font and a tree logo symbol.
3. Concept 03: A minimalist, modern design combining a T and tree symbol for a strong, contemporary feel.
Concept 02 was chosen for its alignment with the company’s values and vision.
Revision 1
The first revision focused on refining the selected logo concept. Adjustments were made to the T-Tree symbol to improve clarity and balance. Mockups were created to show how the logo could be applied consistently across various mediums, helping the Taul family visualize the brand’s potential in real-world scenarios.
Revision 2
In the second revision, attention shifted to developing the color palette and finalizing logo variations. Four color palettes were presented, each inspired by natural tones and the environments where Taul Equipment’s products are used. The chosen palette was then applied across a comprehensive set of logo variations, ensuring versatility and consistency in the brand’s identity. To help the Taul family visualize the new brand, the palette was applied to digital and physical mockups, including website designs, social media posts, and pickup trucks. These mockups provided a tangible sense of how the updated brand would appear in both online and real-world settings, reinforcing the brand’s connection to its community and values.
Logo Reference Guide
In addition to the brand guidelines document and file package, I provided a logo reference guide containing a complete set of logo variations. Each logo in the reference guide was provided in 3 sizes of PNG, PDF, and AI in CMYK & RGB. This ensures that Taul Equipment can easily apply their logo across various platforms and materials without needing to consult a designer for each use, maintaining consistency and flexibility in all branding efforts.