Danley Construction | Brand Identity Design with Structure

Web DesignBrand IllustrationBrand Identity DesignPackaging DesignPhotographyGraphic Design
Written By Emily Kiana
The Danley Construction logo overlaid over a a set of tools with a red image treatment on them.
 
 

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.

 
 
A house being built by Danley Construction
 
 

Goals

We were aiming to elevate Danley Construction’s visual identity to design a 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 so that it could be applied to their: website, documents, merch, and signage.

Deliverables

  • Brand Identity Design

  • Merch Design

  • Signage Design

  • Stationery Design

 
 
The Danley Construction logo before their rebrand. It uses a triangle shape set at a 90 degree angle split into 3 lines. Underneath it says "Building for Generations".

Before

DACO with Danley Construction under it in red. This is the rebranded Danley Construction logo.

After

 
 

Solution

I designed a custom logotype that keeps some of the original logo's 45-degree angles and structural feel. Custom typography is excellent for logos because you can get the exact look and feel to fit your brand while also creating something that is completely unique to your company. 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 design options as shown below.

 
 
Merch design for Danley Construction. It uses the DACO wordmark reflected top and bottom to create a diamond shape in the middle that has distorted letters that say "Danley Construction"

The diamond in the middle uses the distorted letters of “Danley Construction” to create this subtle merch design.

Merch design for Danley Construction that has a bear head at the top nested into the DACO wordmark with Danely Construction under it.

The DACO bear! Inspired by the black bears around Vancouver Island, he’s the DACO mascot. Bears are often associated with family, which felt fitting for this family run business.

 
 

Application

After the brand identity system was designed, it needed to be applied to stationery, signage, and merch. The goal for the merch was to design something that could be worn on and off the job site. Is your merch wearable? That’s an excellent opportunity for marketing for your company! Keep your eye out around town, you may just see a DACO sweatshirt in the wild.

 
 
Danley Construction business card photographed on plywood
Danley Construction logo in white on a red billboard with danleyconstruction.ca under it.
white tshirt with red wordmark printed as a pocket print and the diamond design printed in red ink on the back.
 
 

Interested in working together?

Every project starts with a free discovery call to get to know you and your goals so that we can discover what you need most, and how to design solutions that represent you best.

Emily Kiana
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