At the asset collation stage, we discovered that there were a number of inconsistencies across the brand. Multiple iterations of the logo existed, and Dunphy had never truly been considered from an overarching brand perspective. We knew they needed to align their cutting-edge technology with a much more modern appearance, to help maintain their position in the market.
We knew throughout the strategy stage that we wanted to retain an element of heritage within their new brand identity. We looked at their development processes since inception, and how traditional blueprints drawn up by expert draftsman have evolved into the 3D software used as part of the engineering process today. The original ‘Dunphy Blue’ colour remained important to the family, so we retained this part of the palette which also provides a nod to the blueprints of old.
Their modular prefabricated boiler houses alongside the underlying grid beneath their blueprints and 3D software provided us with a springboard to develop a square grid system. This went on to underpin the whole identity, running through the website through to printed documents. We constructed the logo using the same grid, forming a ‘D’ arrow mark representing their forward thinking mentality, driving towards Net Zero and speed to market. This could then be separated from the Word mark when needed, allowing for a flexible identity system that could be applied across signage, workwear and insignia.