Brand Design //

SB & Son Contracting Brand Refresh

I was thrilled when the director of marketing at SB & Son Contracting contacted me for assistance with updating their branding. Although there were a lot of client requests and stipulations, the project was a really fun collaboration.

Of course, there are elements I’d change if I had more creative input, but I’ll never complain when the client is utterly ecstatic with what I delivered.

SB & Son Contracting Brand Refresh | Designed by Dane O'Leary Media
Original Logo
Local Small Business

Cleanup for Veteran-Owned Contracting Company

SB & Son Contracting, a proud veteran-owned and operated business, commissioned me to refresh its brand identity, carefully maintaining the essence of its original logo. The original design featured a 8bit-inspired font that, when paired with extremely low-resolution imagery, was in desperate need of better visual and typographical hierarchies.

My objective was clear: Rejuvenate the logo while underscoring the company’s veteran roots and operational ethos.

The refreshed version of the logo features a more defined soldier’s silhouette positioned in front of a stylized American flag, per the client’s request. The final design emphasizes the brand’s identity as veteran-owned and the owner’s strong sense of patriotism.

To complement the updated imagery, Noto Serif, a traditional typeface, was carefully chosen for its timelessness and authority. And to infuse the typeface with the founder’s background, I customized the typeface with “pilot wings” reminiscent of those awarded to aviators. This detail was subtly integrated into the lettering for added depth and to reinforce the personal narrative.

This logo refresh project for SB & Son Contracting opened the door to a strategic rebranding effort while preserving and even elevating the core identity of the business. The new logo stands as a testament to the company’s heritage, its commitment to quality, and the honor it brings from its military background into its services.

Since this redesign, SB & Son Contracting has a logo that better reflects its values, history, and dedication to excellence in the contracting industry.

SB & Son Contracting logo on company vehicle | Dane O'Leary Media