The client
Gorman Industries is an HVAC supplier in Albuquerque, New Mexico. Since 1950 it has built a trusted reputation through knowledgeable service, strong relationships and dependable support for the state's HVAC professionals.
That trust was the asset to protect. Customers already knew Gorman. The brand just didn't look as professional and consistent as the company actually is.
Realign, not rebrand
We started with a brand and competitor assessment to see what was working, what was holding the brand back and how it compared to the market. The answer wasn't a new company identity. It was an optimization of the one Gorman already had, so its digital and physical presence could keep up with the next generation of growth while staying true to 75 years of history.
If you're weighing the same decision, we wrote a whole post on it: should you rebrand or refresh your logo.
A logo with HVAC built in
Every part of the refined logo means something to the people who buy from Gorman:
- Italic type and angles suggest airflow and movement.
- The G.I. mark is drawn like ductwork.
- The sun stands for heating, and it ties the brand to New Mexico.
- The mountain line stands for cooling and elevation.
- Est. 1950 keeps the legacy front and center.
The system comes in a full logo, a submark, a longform version, a stacked version and a watermark, so it works everywhere from a truck door to a favicon.
Brand standards the whole team can use
We documented it all in a brand standards guide. It covers the typography (Franklin Gothic, chosen for its dependable, hardworking character), a five color palette named Heated, Cooled, Trusted, Clean and Equipped, and real applications: email signatures, apparel, invoices and stationery, business cards, signage and vehicles. See the full brand standards guide.
A website built to work
The website strategy came down to two words: ease of use, and new business. The homepage design leads with Gorman's story as a locally owned HVAC supplier, then gets contractors straight to what they need, from equipment categories to quotes and contact.
What they said
“The rollout of the new logo to our employees went really well. Everyone loves it!!”
Gorman Industries, Albuquerque, NM
Have a brand with real history that needs to look as good as it is? See our branding and logo design services or book a call below.
