Branding Development in Various Company Growth Phases
Company's First Branding and Standards Guidelines
Equipped with voice and tone, I partnered with a branding agency developing Klein Tools' first set of Branding Standards and Guidelines. These existed from 2013-2020, a 52 page document that was co-written by me.
Logo Exploration
Prior to the latest brand guidelines, I took the liberty to clean up the Klein Tools logo with a subtle, but dynamic change to bring this brand into the future. The Klein Tools brand is sacred and needs to retain the legacy of this 165 plus year old brand. In editing the Cooper Black typeface for Klein Tools, I was able to create its own custom typeface with chamfered serifs rather than the bubble shape that is indicative to this typeface. I also redrew the linemen to be a more legible historic element for the brand to be scalable for all types of branding. This was economically efficient because the logo branded on existing products would be a negligible change from a customer's perspective and would not need to be altered.
New & Improved Brand Guidelines
Klein Tools revised guidelines revisited after packaging treatment pushed the brand forward establishing new Branding Standards Guidelines from 2020 to present day. This subset presented is parsed from 112 page document that I co-wrote. The full document includes but not limited to: International Markets, Photography, Layout and Design and 52 pages of guidelines for all packaging foot prints and platforms etc.
New Identity Exploration
A request from leadership to explore a new logo for the company that appeals to all trades as the company was broadening to attract new industries and trades and not to be seen purely as an electrician brand. Further rebranding, for this exploration led to the elimination of the lineman logo illustrating the electrician brand. The type face was refined further to mirror this holding shape which was indicative to the product brand language. This new direction utilized a geometric shape presenting an opportunity for a new visual brand language.
Shape Architecture Exploration
A new brand architecture discovered, reinforcing the strength and structural framework from the refreshed company logo. The brand shape offers an opportunity to explore a reinforced structural identity from the current product brand language bringing the brand and shaping a cohesive harmonious story. Angles of this robust 6-sided shape follow the contour of the logo shape providing geometrical variations creating areas of framework, holding shapes for information for any collateral, brand signage, or balancing the weight of the design for the brand.
Packaging Concept - Far Right
Lighter in nature for products to stand off the background. A modern feel using the yellow bar from previous packaging brand utilizing a three color design. The iconic Lineman logo still present; however, a watermark to illustrate the legacy of the brand that has been viewed as durable and long-lasting for years to come.
Key Takeaways:
A brand as iconic as Klein Tools, 168 plus year old company branding changes can be addressed as not to disrupt its consumer's perception; it can only be improved and the narrative can stay the same.
Standing out to be innovative and presenting a visual statement amongst their strong competitors.
To stay on trend and ahead of the competition one must not be afraid of exploring new ideas, however be mindful of your customer base and the meaning that the brand has with them.
