A man skateboarding at a skatepark wearing a DACO white tshirt. The tshirt has the DACO wordmark reflected top and bottom with a diamond in the middle.
A man skateboarding at a skatepark wearing a DACO white tshirt. The tshirt has the DACO wordmark reflected top and bottom with a diamond in the middle.

Danley Construction | Identity with Structure

Danley Construction is a family-owned construction company based on Vancouver Island, Canada, that was founded in 2006. They work on commercial/light industrial and residential projects. After 14 years of business, they felt it was time for a rebrand. Along with a new logo, they were looking to incorporate an abbreviation of their name.

The Problem

Danley Construction needed a design system that looked confident, professional, and reliable. The logo needed to convey the idea of construction a little bit better through geometry and structure. Their logo system needed to be flexible and applied to their website, documents, merch, and signage. As it stood, they didn't feel like their logo represented them well for where they wanted to go as a company.

Credits

Agency

Emily Kiana Design

  • My Role

    • Brand Design

    • Custom Typography

The Danley Construction logo before being redesigned showcasing an icon with 3 diagonal lines.

Before

The Danley Construction logo after being redesigned showcasing a custom drawn wordmark with a diamond slot at the top.

After

White mesh fence signage for DACO that says "Building for Generations" in red.

The Concept

Identity With Structure

Custom builds need custom design. How could we show structure without the use of construction clichés like boxes, houses, hammers, etc.? The answer: A custom logotype with strong linear lines emulating building frames. The inverted "roof" perfectly creates space for a diamond to communicate quality craftsmanship.

A red hard hat with the DACO logo printed on it.
The DACO logo printed on the pocket of a white tshirt being worn by a man standing in front of a brick wall.

The Solution

I designed a custom logotype that keeps some of the original logo's 45-degree angles and structural feel. The logotype led us to an abbreviation for Danley Construction that is now used by customers and staff. It creates a perfect diamond shape along the top to nest various merch designs that have been printed on T-shirts, sweatshirts, and hats.

DACO business cards sitting on wood.
A DACO bear shirt hanging on a yellow construction fence.

All Work

Work