Dynamic Equipment Services: Brand Identity - Logo

Kirk was a heavy equipment, transport truck and trailer mechanic. Having been licensed for 32 years, he had tons of experience and a large network of contacts.

So, he finally decided to start an independent business offering mobile repair services. Dynamic Equipment Services was born.

Wanting to get off on the right foot, Kirk came to me in need of a visual identity.

From our initial discovery session, Kirk said he wanted a logo that would convey things like tenure, quality and craftsmanship, but at the same time be simple, yet cool.

For the visual direction, I took a simple, bold, and nostalgic approach to appeal to D.E.S.’s target customers.

In search for inspiration, I hearkened back to the good ole’ days of when I was young, hanging out in the garage with my dad while he worked on his hot rods.

The walls were covered industrial paraphernalia — tin signs, posters, torn out magazine pages, and picture frames full of sew-on patches, all with iconography, imagery, and designs for automotive and heavy equipment brands.

The objective with this direction was to craft an identity that would look professional and confident to establish authority for the brand. At the same time, the idea behind the logo concept drew on industrial design elements from the past to inspire a visual identity that would look modern yet familiar, and stir up old memories from yesteryear that twanged on heartstrings.

And, after speaking with Kirk at length, I knew that that this nostalgic approach would not only resonate with him and his customers, but that it might give him that cool factor he was looking for without being too trendy.

With that in mind, I designed a simple, yet bold icon in a vibrant orange colour with memorable and distinct nuances that differentiated D.E.S. from other companies providing the same services.

Likewise, the icon combined with a strong typeface for the wordmark communicates what makes D.E.S. different from the others; many years of practical experience, attention to detail, and an appreciation for quality work.

Project Services Included:

Brand Identity System

Creative Strategy

Visual Identity System

Business Stationery (Print)

Brand Guidelines