Architectural Sign & Design
SERVICES Brand Discovery / Logo Design & Brand Identity Development / Tagline Development / Collateral Design / Social Media Asset Design
THE STORYArchitectural Sign & Design (ASD) is a leading signage design and manufacturing company well known for its craftsmanship and creativity. With a commitment to exceeding client expectations, ASD has become a trusted partner for businesses looking to make a lasting impression through innovative signage solutions. After more than 50 years in the industry, ASD experienced a pivotal transformation. Recognizing the significant shifts in its business model, President Andrew Hoffman conducted a thorough evaluation of the company’s objectives, target clientele, products, and services. This introspection revealed an evolved business with a brand that didn’t reflect who it had become. And despite being an industry leader, the company’s name—formerly Frederick Sign & Banner Co.—no longer aligned with its evolved brand positioning or product and service offerings. The first task ASD faced was realigning its brand strategy with its business goals. The challenge was to create a new brand and identity that embodied its new positioning outline while capturing ASD’s dedication to quality, craftsmanship, and creativity.
THE SOLUTIONTo effectively address the challenges facing the brand, ASD developed a new strategic plan. This initiative began by changing the name of the company from Frederick Sign & Banner Co. to Architectural Sign & Design, aligning the brand name with its core business focus. Concurrently, ASD refined its brand mission, positioning, and strategy to reflect the evolved business model while preserving its brand characteristics, core values, and vision. This foundational work became the blueprint for developing the brand identity and all subsequent touchpoints. The new brand identity embodies ASD's characteristics and positioning. At its core is a monogram brandmark inspired by the architectural drawings that ASD creates as part of its clients' projects. The mark typifies precision and attention to detail, reflecting ASD's dedication to quality, creativity, and exceptional craftsmanship. The logotype was carefully designed to complement the brandmark, resulting in a unified and cohesive logo design. Fortunately, ASD's legacy color palette and tagline aligned with the new brand strategy and were seamlessly integrated into the new brand identity. ASD's reinvention journey highlights the importance of aligning brand strategy with business objectives. By embracing change and investing in this rebrand, ASD solidified its leadership in the environmental design industry while reinforcing its commitment to innovation and client-driven solutions.
