a modern take on a heritage brand // baird brand development
Baird is a global coastal engineering firm based in Canada with over 3 decades of experience. The firm’s CEO, Kevin Macintosh, came to helium for a brand refresh.
We flew to Ottawa for a Discovery Session to kick of the process. Hours were spent discussing the company history, their core objectives, the the underlying passion and what they love about the industry. We were quick to find that Baird loves a challenge, the opportunity to solve a puzzle, the unknown. Finding solutions to advance science and engineering methods where water meets land. This approach to coastal engineering places Baird at the forefront of their industry as true pioneers who set forth to change the world; one shoreline, one coastline, one ocean, lake or river at a time.
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And there it was.
The foundation for helium to begin building the framework. The new Baird story is inspired by the idea of pioneering. A company of true visionaries. From this core brand concept we developed a strategy [which we talked about in detail in a past blog post] and identity.
The idea of Baird as modern day pioneers of coastal engineering is a driving force behind the brand inspiration and style. We naturally found inspiration rooted in the ocean, old-school exploration, structure and weathered material.
Modern meets classic. Nostalgic tones and inspiration are countered with fresh perspective. Varied colors of water and mist dominate the Baird palette. Shades of blue align with cool grays to paint a moody, strong visual representation of a brand that appreciates tradition while constantly looking forward. Deeper tones are incorporated as grounding elements to offer an earthy feel with a powerful aesthetic.
The result is a timeless approach with organic elements that convey an appreciation for our environment. An identity to express the experience, trust, and authority of Baird.
We positioned Baird as a company who pioneers coastal engineering with an unyielding passion for discovery and creative solutions. With over 35 years of experience exclusively in coastal engineering, Baird has developed unrivaled ingenuity and expertise. They view challenges from every possible and impossible angle, creating cost-effective solutions that exceed client expectations.
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The logo and tagline for Baird is intended to build off the brand history, capitalizing on the original Baird typeface by bringing it into a modern, timeless visual presence. A bold font selection punctuated with a period communicates the strength and authority of the Baird brand.
Business cards, letterhead, eye-catching brand elements and teaser website have been created to ensure this innovative brand is always putting their best foot forward.
Chris + Ryan flew to Canada for the annual company retreat to introduce Baird’s employees to the new brand. Everyone received some sweet swag – a S’well bottle, t-shirt, USB thumb drives and new business cards. The new logo was front and center on all materials.
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