Ralph H Simpson – Branding
For the Ralph H Simpson team, it all comes down to support.
Support is at the heart of their commercial fabrication services, but it’s also the key to how they deliver on reliable partnerships with their customers. When we were brought on to transform the brand’s identity, one thing was certain: Our redesign had to encompass every ounce of Simpson’s steadfast focus on superior service.
SERVICES: brand Messaging / Visual Identity / brand Collateral
Our discovery session shed light on everything that makes Simpson a standout in fabrication: Their passion for and commitment to building, ability to make jobs run smoother and genuine care for each and every customer had our brains buzzing with ideas for how to convey both the literal and metaphorical support Simpson provides.
We got to work researching and designing a brand that encompasses the entirety of their partnership, proactivity and problem-solving capabilities.
We got to work researching and designing a brand that encompasses the entirety of their partnership, proactivity and problem-solving capabilities.
In our digging into the world of fabrication, we learned that carbon is what gives steel its strength. Knowing Simpson’s reputation for supportive partnerships and superior steel work, it was only fitting to lean into this inspiration.
The complete brand palette is a crisp, contemporary take on classic Americana style, with a carbon-inspired primary brand color. In addition, carbon textural elements and bold typography help root the company in strength and structural design.
The finishing touch on the new Ralph H Simpson is a versatile family of logos variations ready for a variety of executions, including a cleverly monogrammed seal. Our messaging is where we really drove the point home: When it comes to confident, reliable service and solutions, they just don’t make ‘em like Simpson anymore.
The tagline “Set in Steel” says it all. Simpson’s industry presence is longstanding, and so is their commitment to customers.
The tagline “Set in Steel” says it all. Simpson’s industry presence is longstanding, and so is their commitment to customers.
We rolled out Simpson’s new identity into a suite of collateral spanning the usual letterhead, envelopes and business cards. But in true Simpson spirit, we took it one step further with a comprehensive pocket guide.
Small enough to fit into a foreman’s back pocket, the guide makes reviewing Simpson’s line of fabrication services simple while also providing a refresher on their core values and plenty of graph paper for on-the-job sketching.
With a contemporary identity that still rings true to their deep history in Chicagoland fabrication, Ralph H Simpson is set with all the right tools for another century of success.
With a contemporary identity that still rings true to their deep history in Chicagoland fabrication, Ralph H Simpson is set with all the right tools for another century of success.
“BatesMeron led us through a discovery session that really demonstrated where our team aligned in our vision for the new Ralph H Simpson. Then, they turned that vision into a reality with a brand that conveys everything we stand for, both in design and messaging.”