Logo concepts
Colby Equipment logo reveal
Cover concepts for online product catalog
Colby Equipment Brand Identity
Colby Equipment, a Midwest provider of commercial and industrial HVAC systems since 1930, sought to refresh its established identity with a bold, modern look that honored its legacy while establishing a stronger presence in a competitive market. Drawing inspiration from air circulation and ventilation, I translated these ideas into a distinctive, flexible mark. A central “C” anchors the design, surrounded by concentric circles that subtly evoke a vent cover or the motion of a fan, creating a visual connection to the industry without feeling overly literal. The mark was also designed to extend beyond the primary logo, giving Colby the flexibility to use it as a standalone symbol, monogram, watermark, or graphic pattern. I paired the mark with a bold sans-serif type treatment, giving greater emphasis to “COLBY” to reflect how the company is commonly known by its customers, while giving less visual weight to “equipment.” The result is a modern, versatile identity that connects to Colby’s industry while providing a flexible visual system that can carry the brand across a range of applications.