Case Study:

West Coast Pipe

West Coast Pipe Linings, Inc. had been in business for over 25 years. In that time the company grew significantly in physical plant size, operational capabilities, technology, staff, and revenue. They needed an image that would externally reflect the internal changes. The officers wanted an identity that portrayed their status as a cutting edge leader in the Waterworks industry. The old logo had a long life, but it was time to retire it and move into a new phase of marketing the business.

The first step in this transformation was a name change. The words “Linings, Inc” were officially removed, and we began the process of building a new image for West Coast Pipe.

Challenge: Create a new corporate logo and identity system for a thriving light-industrial corporation. The logo should be visually appealing, relevant to the industry, and representative of the characteristics of the corporation.

Old Logo: The original one-color logo was stiff and outdated. It lacked any kind of personality and focused solely on the industrial aspect of the business. WCP wanted something completely distinct from the old pipe emblem, especially since now their capabilities extended far beyond simple pipe coating.

New Logo: For this design we wanted to add some color to an otherwise drab industry. We chose 2 colors that were clean and fresh and still very related to their line of work. The blue oval represents bare steel pipe, and the gray imagery represents interior and exterior cement coating. The logo has an ocean/beach feel that corresponds to “West Coast” and also has strong connections for Waterworks industry.

Font: The thin, sans serif font was selected to reflect the technical nature and engineering side of the organization.

Color: Rich blue and cool gray were selected as the primary color scheme to represent the main industry elements of water, steel, and concrete.

Result: The logo was a huge success. We proceeded to develop a complete stationery package, a Logo Usage Guide, a 12 page brochure, and a simple web presence that was introduced to the entire staff and all business associates.

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