OBJECTIVE
Align Sunco’s brand with their core values and future aspirations while honoring their multi-generation legacy.
SCOPE: Brand Strategy, Logo Design, Brand Design
OUTCOME
Sunco’s refreshed brand successfully bridged the gap between their legacy and their future.
The modernized visual identity not only represents their values and dedication to quality but also provides a strong, cohesive image that will carry the company forward. With the brand playbook in hand, Sunco is equipped to maintain brand consistency as they continue to grow and impact their community.
Overview
Sunco, a multi-generational construction company with a 40-year legacy, approached us for a brand refresh that would honor their rich history while modernizing their visual identity. Their goal was to align their brand with their core values and future aspirations, ensuring their image reflected their enduring commitment to excellence, innovation, and community impact.
Brand Review and Discovery
We began by reviewing Sunco's existing brand elements and discussing with their leadership team the thoughts, goals, and aspirations for the refresh. Sunco expressed a desire to maintain ties to their past while creating a more modern and cohesive identity. This meeting was crucial in understanding the emotional connection to their legacy and their vision for the future.
Exploring Core Values
The next step was defining Sunco’s core values, which would serve as the foundation of their refreshed brand identity. After multiple discussions with the leadership team, we landed on a core value acronym that spelled "SUNCO." Each letter represented one of the company’s key values: Seize the Lessons, Unite as a Team, Navigate Challenges Creatively, Chase Perfection, and Observe the Golden Rule. These values resonated deeply with their history and commitment to their employees, clients, and the community.
Logo Design
The logo was a critical element of Sunco’s brand refresh, as it needed to blend their legacy with a modern appeal. We began by exploring a range of logo variations that took inspiration from their original logo, incorporating familiar elements while bringing a fresh, contemporary look. The goal was to create a mark that not only represented Sunco's longstanding reputation but also conveyed their forward-thinking approach.
After several rounds of feedback, we finalized a design direction that resonated with the team. The logo incorporated subtle nods to the past while streamlining the design to give it a clean, industrial aesthetic. We created a complete logo library, including primary, secondary, and monogram versions, allowing flexibility in how the logo could be used across various platforms and applications.
Brand System Development
To complement the refreshed logo, we established a comprehensive brand system that included a modern industrial color palette, sans-serif font styles, and custom patterns derived from the logo's design elements. The brand colors—Sunco Blue and Slate—evoked reliability and strength, while the secondary palette, including Copper and Sage, added versatility. The custom patterns brought a unique texture to the brand, giving it a contemporary yet timeless feel.
Deliverables and Brand Playbook
Finally, we packaged all deliverables into a detailed brand playbook. This included guidelines for logo usage, color palette, typography, and patterns to ensure consistency across all future branding efforts. The playbook serves as a resource for internal and external stakeholders, providing a roadmap for maintaining Sunco's refreshed identity in every medium.
“Absolutely would recommend Absorb to others. The quality of services provided was amazing. In addition, the response times were better than expected in answering any questions or needing anything from them.”
Jason Wolfe
Pre-Construction Manager at Sunco Construction