Benson Industries is an international glass curtainwall manufacturer with over 90 years experience in the industry. Originally founded in Portland, Oregon as the Tom Benson Glass Company, it grew to become a leader of architectural glass manufacturing worldwide. Although the company’s experience, capabilities, and vertical integration place it at the forefront of its field, it needed a solid brand to reflect the recent achievements the company has made.
Benson approached OtherWisz Creative in 2017 with the desire to improve their visual identity. We began this process with our Brand Audit and Marketing Recommendations; a thorough investigation into the company to identify where Benson’s marketing and brand were lacking and how it could be improved.
The long-standing custom glass facade manufacturer has constructed buildings all over the world, including the Marina Bay Sands (Singapore), One World Trade Center (New York City), and Sales Force Tower (San Francisco) — as a leader in the world of architectural glass, it needed a logo that reflected its growth and achievements.
In addition to its long list of striking buildings, the company has offices in the US, Mexico, Singapore, and South Korea. With multiple divisions and a range of people working for the same company, a strong and unifying visual identity is a necessity. The logo must also be flexible for use in a variety of media applications.
The foundation for the new Benson identity rests on the company’s legacy — our job was to recognize the company’s past, honor its legacy, and look to the future with a bold statement for a global brand. The new logomark uses a classic modern typeface in a heavy font to reference the industrial sturdiness of the company’s past. The Benson “B” has been sliced with a sharp angle to reference the precision of high-performance building facades. As viewer fills the void to read the Benson name, the “B” becomes a material that exists not to be seen. Much like the buildings they construct, which often become a reflection of the surrounding environment, the identity in its application becomes in an interplay of space and material.
After the new logo was designed, we developed brand messaging and collateral with the creation of a new website. The goal of the website design was to simplify the navigation and layout and focus on the user’s experience. We created an informational resource for company shareholders, potential clients, and the general public. To best present Benson’s work, every project page utilizes the full width of the screen with a hero image, letting the work to speak for itself. Detail images, case studies, and project specifications fill in the details to give a complete picture of the project.
Brand Evaluation & Branding, Logo Design, Website Design, Stationery, Advertising, Email Marketing.
Boston Valley Terra Cotta
Brand Evaluation & Branding, Logo Design, Website Design, Book Design, Stationery, Advertising, Signage, Packaging, Trade Show Booth Design, Invites & Holiday Cards, Email Marketing, Social Media, Video Production
2015 Silver Addy
2013 Silver Addy
2011 Silver Addy
2011 American Package Design Award
2011 American Graphic Design Award
August 18, 2016