In 2021 we launched into a new uniform marketing approach that includes a new website, brand refresh and, carrying over into 2022, an audit and upgrade of our current business development, marketing and preconstruction processes. We are working to make our communication with customers before, during and after project completion more seamless and efficient. That starts with building a strong foundation, which, for us, meant a brand refresh. Let’s take a look at the updated logo and get a glance behind the brand.
What is Branding?
First, I think it’s important to ask what “branding” is or what a “brand” is. Why is it important? Isn’t it just a logo?
Your brand is more than just a logo and it is important because it impacts your entire business. Branding is your company logo, your slogan or tagline, your voice, message and tone, your colors, your entire visual identity. It’s how you visualize your services or the product(s) you’re selling. It’s also how people perceive your company. It’s the ability for the public to recall who you are and what you do based on the visual elements of your brand. It’s something your employees, customers and community can take pride in. Having a strong, clear brand foundation in place has benefits such as increased company morale, increased brand awareness and increased brand equity.
Your brand can also influence consumer behavior, but that often comes into effect after a consumer has engaged with your brand. In other words, if a consumer has a poor experience with your company or organization, they may begin to associate your company with that poor experience, thus damaging your image or reputation – your brand can be negatively impacted. On the other hand, a positive brand, or increased brand loyalty from a consumer, can be the result of positive experiences for the consumer. That simply means that your brand is more than just your visual identity. Your brand is who you are, your visual elements (logo, colors, etc.) and how your consumers, or the general public, perceive you.
The Old Logo
Let’s look at the old logo. Since 1962, the year Leroy McAbee, Sr. founded McAbee (then McAbee and Company), the company logo has resembled a hexagon shape with “McA” in the middle. This is often referred to as the “shield logo” around the office. The company slogan or motto has always been “safety, quality, productivity.” Safety has been and always will be priority at McAbee. You’ll see how we incorporated “safety, quality, productivity” into our brand refresh later.
The original “shield” logo is visible on the wall.
The New Logo
One of the challenges with the old logo was limited knowledge or understanding of who McAbee is based on the logo alone. Without prior knowledge, it was unclear to viewers who McAbee is or what McAbee does because the “shield logo” only read “McA.” We didn’t need to put a hardhat or welding hood in the logo, but we did need to identify the company and nod to what services are offered.
Global brands such as Apple and Nike are able to utilize a simple logo or icon because brand awareness is not an area of concern. You recognize those brands based on one minimalistic logo… which wasn’t always the case. Both brands used logos with their names visible until brand recall and brand recognition were solidified. We wanted to take a step back with the new logo and include the name as to leave little to no room for confusion or uncertainty.
With a name like “McAbee” and a wide array of services and capabilities, designing iconography to accurately and clearly depict who we are and what we do would be difficult. We wanted it to be simple and straight forward. Thus, the new logo…
About the Design
Let’s dive a little further into the elements of the new logo design, why they are important and what they mean. This is where we incorporated subtle elements to recognize our old logo, establish clear identity and establish a brand foundation for future communications, business development, marketing and growth.
Our tagline, “Build Better. Be Better.” is where we tie back into the original values, or motto, of McAbee, “safety, quality, productivity.” We wanted to be clear who we are. We wanted to be bold, but not boastful, confident, but not arrogant.
The Implementation Process
How do you change the logo and update the branding of a 60-year-old company? Thoughtfully.
I wanted to be strategic in how we implemented the updated branding as part of our uniform marketing approach. It’s not something you just change and move on. It requires careful consideration of all the other moving pieces happening around the company, a look at the current status of corporate branded items (think office supplies, envelopes, etc.), a look at the current status of digital documents (think accounting software, payroll software, project management documents, proposal/bid documents, etc.) and so much more. That even means reaching out to organizations and associations that McAbee is affiliated with to update any branding on their websites or marketing collateral.
Then there is the website, social media platforms, email signatures, business cards and so on. The list of areas that would require attention was anything but short, but it’s necessary. Strategically implementing the updated branding takes time, but is crucial to a smooth transition.
The result is increased credibility through consistency.
The Brand Comes to Life
Slowly, but surely, things started coming together. The first major implementation was with the launch of the new website, which, if you’re reading this, then you already know about. You’ll see some consistent brand elements throughout the site.
Updating our cranes, equipment and fleet vehicles is an ongoing process, but the new logo looks good towering over the Birmingham skyline. We’ve also updated our hats and will eventually have updated apparel. The brand is coming to life and will create a solid foundation for all growth and development opportunities for McAbee in the years to come.
The Foundation Has Been Set
A brand refresh, as part of our uniform marketing approach, was a necessary step to establishing a foundation for future growth. But it wasn’t a step taken lightly. The first thing I wanted to do was honor the past 60 years and those who paved the way for the company – that means the family who bears the name itself. I changed something they cherish and that meant being thoughtful throughout the process. Thoughtful of them, the work they’ve put in over the years, the sacrifices they’ve made and the pride they have in this company.
I also wanted to present something they would be proud of moving forward. A brand that they would proudly stand behind. Because so many before me had set a foundation for the company and its services, capabilities, customer service and reputation, I wanted to provide a brand foundation that would help carry the company for the next 60 years and beyond. With technology, business operations and communication methods rapidly changing, I wanted to help prepare McAbee for the opportunities to come.
Doug Killough
Marketing Manager, McAbee
