It all started with a logo redesign, and evolved into a complete re-brand focused on the company’s core strengths.
The client, Dadanco, needed a new look, as they became their own entity separate from a parent company. Dadanco specializes in sustainable air conditioning and heating systems, and it’s also a company rooted in the use of the latest technology, in order to deliver energy efficient HVAC systems in the most cost-effective and customer-oriented ways possible.
This was what we needed to convey with our design decisions…striking, eye-catching visuals that help explain a relatively complex set of products and services. Dadanco’s existing logo mark was abstractly based on the sail of a boat, and we aimed to create one that more closely mirrored Dadanco’s work.
WP’s art director Victoria Fiorini explained that the new logo takes its cues from Dadanco’s own technology: the exchange of hot and cold air streams. It’s now comprised of red and blue triangles that together look like an architectural structure, the weight in the existing word mark has been lightened, and the tagline “feel the difference” added.
“With the adjectives innovative, efficient, clean, and dynamic in mind, I chose a color palette that worked with Dadanco’s red and blue brand colors,” she explained. “The greens and teals were the logical solution, as they work with red and blue and also say ‘green’ in the environmental sense of the word.”
Along with the color palette, Fiorini said another important element of the Dadanco brand became “The Wave,” a visual metaphor for the product. From there, updates to collateral materials began, starting with a general overview brochure and an extensive branding guide, including rules about everything from how Dadanco should talk about themselves in social media to typefaces, logo placement, and photography styles.
“Working on the general overview brochure allowed us to test and work out a number of design elements that informed the overall branding and design guidelines,” said Fiorini. “The general brochure is included in the brand guide, and will dictate how all other materials are designed.”
- creative direction
- concept development
- logo design
- print/collateral design