Walbridge

New:  A  shorter name, a symbol, and a new HQ building.

Launched:  May 15, 2008

Story in brief:
Walbridge is a privately owned Detroit-based industrial construction company, determined to lift itself to the next level through rebranding. Strong in Michigan and known for building auto factories (both a place and an industry where growth is flat), it seeks both geographic and market expansion, in part by promoting leadership in 'green' building technologies. John Rakolta Jr., its second-generation leader, saw weakness in its existing identity (a long and awkward name, an initials-based mark and a confusing mix of unit signatures), and the opportunity to change that into a competitive strength, timed perhaps to coincide with HQ relocation into a Walbridge-built showcase building. He selected New York-based Kass Uehling for counsel and design.

Shorter is better, and Kass Uehling recommend dropping Aldinger from the legal as well as the communicative name, and focusing on Walbridge as a wordmark as well. But the client team wanted to keep a World symbol, so Milt Kass's team provided a simple, elegant and sufficiently distinctive one (if barely so). It's a good balance; "Walbridge" is still the focus, while the globe adds the helpful "global."

Unit names were simplified by replacing acquired brands with generic names, to strengthen Walbridge as the master brand, and  unit logos were eliminated for the same reason.

To quote Mr. Rakolta, "We need to communicate strength, stature and professionalism at every opportunity. This change will facilitate our growth into new geographic regions and industry sectors and help us compete effectively."

Credits:
C.E.O. - John Rakolta Jr.
Identity counsel and design - Kass Uehling
 

First Impressions:
Mission accomplished. The old company looked, well, old and (globe notwithstanding) unimportant. The new company looks confident, and important: instantly, a leader.

Corporate Brand Matrix confirmed ratings:  
0% structural,  80% strategic,  20% functional