The Millcraft Paper Company has been in business for 90 years. Since their inception, Millcraft’s logo has featured a mill and a water wheel. It has undergone several branding revisions, the last of which was a highly detailed woodcut style illustration.
The primary focus of this rebranding was to streamline and modernize the water wheel while paying homage to the company’s history. This logo was built using key information from the feedback obtained in staff and customer survey responses.
These responses led us to identifying key words to guide our positioning: Modern. Adaptable. Approachable. Classic.
The result is a logo mark that is geometric and feels current by reducing elements to their core while retaining elements of its history. This new vision pays tribute to the logos of the past by being an evolution rather than a revolution.
The next step was to update their tag line messaging to reflect their new focus on comprehensive service. So we did some research and presented the best of our ideas. Since, as a company they are so knowledgeable and able to help with every phase of the creative process, the theme “Just Ask” was a natural fit. Now it’s pervasive in their culture.
- Brand Guidelines
- Fleet Vehicle Graphics
- Publication Masthead
- Print Ads