With their 50th Anniversary coming up, SDW hired RARE to help revamp their branding in order to outwardly reflect not just who they have been, but who they will be for the next 50 years. After a few meetings, RARE quickly discovered a powerful identity waiting to be expressed.
A challenge they continued to face was in their original name: Shows, Dearman & Waits, Inc. While the founders of the company were Mr. Show, Mr. Dearman, and Mr. Waits, the company had grown and expanded beyond the leadership of the founding three. A new generation had begun to gain partnership and the original naming convention didn’t hold up to the integrity of the ever growing and advancing team. And that was the key to it all – advancement. SDW is a company who didn’t merely represent leading innovation in engineering, they are also invested in the healthy growth of their city and the surrounding areas. RARE quickly realized that SDW was a model company not only for their own industry, but for other industries as well.
The SDW story and character is conveyed within the mark. The line bar in the SDW logo serves a far greater purpose than simply portraying the history of the firm. It’s the icon of a mantra, the representation of an ideal, and the symbol of a discipline. In engineering, the line is fundamental. It divides, measures, and binds, and when straight, it is infinite. A straight line symbolizes an undeviating line of conduct. For SDW, it represents the internal desire to “Be The Bar.” Because that’s what it’s all about, setting the bar in industry and in character. This is about being, not doing, and character, not merely job execution.
RARE designed and developed a logo, collateral suite and website. You can go to their website by going here. RARE set SDW up on a sophisticated cms so they could make all changes and updates to their site internally!