In late 2019, Gregory Industries was in need of a rebrand to freshen up their image. Their current brand was stale and outdated, with a vibe that was reminiscent of the 90s. Think layered imagery, a logo with a thick swoosh over the G and heavy on content. Not exactly the right look for a world-class global industry leader. This blog will detail the steps taken during the rebrand to update the content without losing the legacy of this historic organization.
Organization Analysis Came First
The first step TKG took in the rebrand was to discover aspects to keep in mind throughout the process. Gregory is a family-owned company that started in the 1890s. It was important to continue the legacy of excellence set forth by the Gregory family, both inside and outside of the workplace. The core values of Gregory are integrity, commitment, partnership, innovation and family. We needed to keep their core values as a focal point in the new image. As is common with an organization with their history, Gregory had a large customer base who held especially strong ties to the iconic “Gregory green.” With these aspects in mind, we were excited to get started on this evolution of their brand. We first started with the logo.
Simplified, Modern Logo
We wanted to simplify and modernize the logo without losing the familiar feel that fans of Gregory new and loved. We created a logo that kept focus on the G. The G brand is an instantly recognizable mark sitting atop the foundation of the Gregory Industries name. This gave a fresh update while also demonstrating key characteristics of continuity, strength and forward momentum.
Expanded Color Palette
Next, we tackled the color palette. We kept the beloved Gregory green, but we also expanded the color palette to include a lighter green and a complementary blue. Black was also added in for contrast, along with a handful of neutrals to balance out the brighter colors. This was a more cohesive color palette that conveyed trust and confidence without completely abandoning the familiar history.
Updated Website and Ads
For the website and print ads, we wanted to focus on the history, tell the story and share the commitment to quality with their legacy of leading the industry. The vision was a design that evoked thoughts of integrity and modernity – look like the leader you are! This was achieved with bold and stark oversized imagery, pared back and organized content and full-bleed layouts that were simple and product-focused. Ease of use graphics, customer-accessible resources and a CTA that was easy to locate made the site more user-friendly. We communicated Gregory’s personality and confidence with black and white photography that featured dramatic compositions, higher contrast, bold text headlines and color imagery for smaller inset photos and video. The Gregory Strut homepage featured added interest and texture by using tech illustrations with panache.
Rebrand Your Business with Confidence
When taking on a project as critical as a rebrand, it is important to have expert insight. The wrong approach to a rebrand can have unintended consequences. Reach out to TKG to set up a meeting with our knowledgeable team to help make your rebrand a success.
