Sealevel Construction

Client

Sealevel Construction, Inc.

Date

2016

Work Type

Logo/Identity
Signage

The Heaviness of Heavy Civil Engineering

For over two decades, Sealevel Construction, Inc. has established itself as an expert in the heavy civil engineering field. Founded by two civil engineers with decades of experience, the company has continued to grow from humble origins in Thibodaux, LA to overseeing large-scale construction projects across Louisiana, Texas, and Mississippi.

In 2016, Sealevel began considering if it was time to re-evaluate its brand. The company knew that its core culture and vision was still solid as evident by its decades of success. However, its identity had remained unchanged since the company was founded, and it was beginning to struggle with standing out among competitors. While sentiments for the aging identity were still strong, the decision had ultimately been made to take a shot at something new.

The Work

The original logo suffered from readability issues with large capital first letters, particularly a unique “S”, struggling to relate with the remaining smaller letters of the company name. All in all, it read “SEA EVEL” or even “EA EVEL” more than anything else. But the idea of a unique “SL” monogram emerged, and we decided that focusing on this idea could help sway the identity transition more smoothly towards something we felt would be successful. We also knew from observations of their logo use that a strong “SL” mark in square-ish proportions could translate to a simple system that could be employed easily onto company vehicles and machinery.

The logo, and subsequent identity, needed to be strong enough to represent a company that specializes in heavy civil engineering – tough, even – but sharpness was also needed to convey Sealevel’s confident authority as industry experts. The “SL” monogram itself went through many revisions. At first, it was focused on a semi-3d form representative of more literal geometric construction. Then steadily, the structure began flattening to a 2d form where the retained lines that previously suggested depth sharpened into diamond-like angles. Rather than construction materials, the monogram became diamond-plate steel.

We then finalized the remaining necessities of the logo and identity system. The name “SEALEVEL Construction” would be enclosed in a rectangular shape similar to the monogram to create the final lockup. Two variations, based on the monogram and namesake proportions, would be created as well in order to offer the most utility in use. Finally, the color palette was updated to be eye-catching and arresting, with a warmer, more vibrant red and a supporting dark gray.