Trades & construction
Branding
Visual identity
Graphic design
2024
Shire is a local family business supplying aggregates and grab hire across North and North East Lincolnshire, known for fair prices and a traditional, no-nonsense service. As the business shifted its focus from general contracting to sand and gravel, its old Shire Contracting identity no longer told customers what they actually did - or did justice to the way they did it.
We gave the business a fresh name in Shire Sand & Gravel and built a brand identity around it - a new emblem, wordmark, colour palette and typography, pulled together in a set of brand guidelines. From there we rolled it out across the things customers see every day, from tipper trucks and bulk bags to business cards and social media.
The emblem is a proud shire horse - a working animal known for strength, reliability and hard graft, which says everything about a family business built on traditional service. It sits inside a bold roundel that holds its own whether it's 20 centimetres across on a bulk bag or a few pixels wide as a Facebook profile picture. Alongside it, a chunky wordmark set in Barlow and a fire brick red and selective yellow palette give Shire real presence on site and on the road.
Because aggregates branding lives on lorries, bags and building sites as much as on screen, everything was designed to be read quickly and from a distance. The guidelines set out how the logo, colours and type should be used, so every new truck, bag or piece of print looks like it came from the same business.
Shire now has aggregates branding that matches the quality of its service - instantly recognisable on the road, on site and online, and clear about exactly what the business does. It feels local, honest and dependable, just like the people behind it.
If your business has outgrown its name or its look, we'd love to help. Take a look at how we approach branding and logo design, or get in touch for a chat.
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