Axial Engineers Corporate Identity

AXIAL ENGINEERS is a structural engineering firm located in Marin County, California. Gehrig + Kelly named the firm and created a Brand RoadMap— defining their core values, message, brand personality. After developing many pencil sketches and digital roughs, we arrived at a solution that focused on the "A" in AXIAL. I then combined this element with the remainder of the name which is made up of customized lettering. The square represents solidity and weight. The pyramid (the most stable of all forms) is not seen right away, but moments later. Blue conveys strength, trust and dependability.

Tom Gehrig is a creative problem solver with a firm grounding in marketing. Adept at implementing high profile communications programs that include advertising, web design, brand identity and digital marketing. Industry experience spans technology, financial services, consumer/retail and non-profit. Tom oversees brand research, competitive landscape analysis, development of positioning strategies & messaging, along with the creation of brand development recommendations. Tom also is fine artist exhibiting his work nationally. Adjunct faculty: Art Institute of California/San Francisco.

2 Northern California ADDY Awards
Cable Car Award-SF Advertising Club
2017 Summit Award