In July 2013 Southland Industries launched an entirely new brand. This brand came to life by way of Southland restructuring its approach to the market and offering customers more flexibility in contracting building systems expertise. The cornerstone of this change is the company’s brand identity, starting with the logo.
The Southland Industries logo consists of two elements: the “connection point” icon and the “Southlandind” word mark. The icon is an abstraction of the engineering symbol for “connection point” or the “point of beginning.” It represents the connection that Southland has with its clients and the internal connections that Southland maintains to serve clients better from beginning to end. The “S” that has been created from this symbol is a nod to previous Southland logos and helps us to connect to the history and reputation of the company.
The word mark encompasses Southland Industries as a whole. The name Southland lends itself to a unique opportunity to blend with the abbreviation of the word Industries (Ind.), thus creating two words in one. This is a visual representation of the brand; the company has not shortened its name to only “Southland.” It is a mere representation of how we are described in our field, and allows the brand to provide further extensions of itself.
To gain more exposure outside the construction industry, Southland decided to enter its logo and brand into a few graphic design competitions. Recently, Southland was recognized with a 2014 American Graphic Design Award from Graphic Design USA (GDUSA) magazine and will be featured in its upcoming Print Annual edition. This is a significant win for Southland, as it provides awareness to an industry that generally is not known for its graphic design prowess. I am proud to help Southland usher in a new era and gain recognition in the design world—and, in return, allow the design world to recognize the engineering and construction world. A link to the GDUSA Annual Winners Gallery website can be found here.
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