THE LOGO HISTORY
Founded in 1989. King Metals has undergone a few changes since their inception, and most recently fell victim to the design trend of the mid 2010's of sans serif type.
King Metals is one of the largest metal suppliers in the United States and has an enormous reputation in the industry. However, the visual identity of the company does not match the reputation nor recognition the King name deserves - one that matches Quality, Value and Service.
Founded in 1989. King Metals has undergone a few changes since their inception, and most recently fell victim to the design trend of the mid 2010's of sans serif type.
The new logo places a stronger emphasis on the King name and the serif font honors the logos of the past while bringing it to the future. A brighter orange and the removal of blue and the cities helps keep the focal point on the name - King Metals
The alternate marks are utilized when vertical space is limited or the medium calls for the addition of the branch locations.
The previous branding did not have any set supporting colors, and with this new identity system I wanted to make sure that we had a cohesive system that had supporting colors for web and print.
The product catalog is the primary source of advertising and sales and needs a fresh look to match the new identity. With a new standardized template, the catalog gets a face lift to be easier to read, understand and shop their collection of metal.
