Leading Fabricator Refreshes Brand Look

Logo Portrays Importance of Communication and Strong Relationships

Shaffer Metal Fab was looking for a new brand identity that reflected the company as an industry leader in metal fabrication. While they wanted a fresh new approach to their current logo, it was also important to keep in mind the brand equity the company had in its colors and piano symbolism from the original family logo. Their new logo focuses on relationships, connections and communication. A big part of the Shaffer Metal Fab brand is their pride in the relationships they foster internally and externally. This logo represents a conversation bubble, which surrounds and softens the S. Piano keys are also implied in the negative space of the S, which was an important family tie to incorporate.