An Inside Look at Designing a New Brand Identity

Issue #232 | October 25, 2023 | Jeffrey Friend

We recently revealed a new identity for our oldest brand, Classic Metal Roofing Systems. This includes a new logo, colors, and fonts for company documents. More than just a logo, we opted for a rebrand to more accurately reflect our history in manufacturing; we’ve been at it for over forty years! We offer a suite of metal roofing options, from standing seam panels to modular metal shingles, including steel, aluminum, and copper. Our logo should provide a sense of experience and dependability.

We added a few extra lines, too. One highlights our years of experience, and the other lets homeowners know where we manufacture our products.

From Classic president Todd Miller, “We’re proud of our company’s heritage and honored to provide high-quality metal roofing to homeowners worldwide. Our new branding calls back to the simpler, bolder designs popular in our early years.”

From the logo’s designer, Ryan Bell, “The new identity uses bold colors and a retro script on a badge that would look right at home on company apparel. The contrasting colors help the logo stand out on documents, apparel, product packaging, and advertising material.”

We’ll roll out the new identity over the next few quarters, moving into the future with an identity inspired by the past.

So why change our existing brand? Why potentially muddy the waters of recognition and even alienate old customers? Why make such a drastic change after our logo has remained relatively similar through the few iterations in forty years?

At least for us, the answer lies in the third question here: our past logos and brand colors have stayed so similar for so long that it was time for a refresh. At the risk of diverging too far from our red-and-yellow roofline, we went back to the drawing board, partly motivated by an upcoming website retool.

We’ve spoken several times about the importance of a clear, effective website, but it was the perfect occasion for a new logo design, too. A well-made site with a strong visual identity will guide customers where you want them to be, especially in the precious few seconds you have to grab and keep their attention.

But we’ll have to wait and see how the changes are received by our partners, customers, and the industry as a whole. We’ve put thought and effort into the rebrand, hoping to update our image in a growing market. Look for the new logo and branding to show up on packaging, communication, and elsewhere as we continue to roll it out in the coming months.

has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.

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