Bland Landscaping Brand Extension
The HALO 22 team worked on this in 2021—but the approach is still relevant today.
Bland Landscaping has been around for nearly 50 years, and when they came to us about their branding, it was a challenging project to get a handle on. They didn’t want to change the existing logo if possible, but recognized its limitations in the 21st century. The answer? A brand “extension” designed to see them through the next 45 years.
Bland has experienced tremendous growth over the years. That growth meant more people weren’t just interacting with the brand—more team members were sharing and relying on the brand.
Growth is great. Our goal was to ensure Bland cultivated its brand for the future. In the end, we relied on our strengths of curiosity, focus, and craft to build out that solution.
Learn
We began by auditing the current brand identity. This starts with an extensive review of existing brand assets, their deployment in the field, what brand equity that’s created, and then a review of market space. We then examined where the current identity was underserving the organization.
Build
From there, it was a matter of building alternate assets to shore up those weak points while still allowing a slightly updated version of the legacy logo to stay in play.
We extended the color palette to support the needs of a modern website and refreshed collateral typography.
Test
We then pushed the brand by developing prototype marketing pieces in both print and digital spaces. You can see many of these tests and finished pieces below.
Ship
When everyone involved was on board, we began documenting the new identity as a brand guide. Since we use the brand, to build the brand guide, this step is a bit like the final prototype disguised as a deliverable. A full manifest of logo files in both vector and raster formats in the complete range of required color spaces was pulled together and packaged for Bland (and our) use.
Many of the prototype pieces were quickly updated with content and put to immediate use in conjunction with the new Bland Landscaping website launch.
Here’s to the next 45 years and beyond!
