A Modern Identity
Blair & Norris, formerly known as Blair Well & Pump, is a great local service provider for the central Indiana area. They dig wells, install and service well pumps, bladders, and everything else related to wells. In 2018, they acquired Norris Septic Tank Service and operated under both names in an attempt to maintain the brand equity of both companies. While good thinking and intentions, there was an opportunity to simplify processes and the brand to truly take advantage of the combined potential.
Evergreen Results started by guiding Blair & Norris stakeholders through a workshop to explore possible organization names. Again, the goal was to maintain the familiarity and brand equity of both companies while simplifying the execution and operations of running two companies. Blair & Norris was the simple answer… but like we often say, “Simple isn’t always easy.”
With the new name established, we were ready to move to establish a new identity. Historically, both companies never formally developed a logo, and so this next step was an important and exciting opportunity to build on the incredible reputations already established.
We established that the common element amongst all services offered was water. With that, we committed to a blue color palette and chose a strong monogram mark with a single water drop in a square badge. We settled on a solid, bold sans-serif typeface with subtle, custom intricacies to ensure the uniqueness of the logo overall. Finally, we added the primary service offerings as a tagline to finish out the lock-up.
Blair & Norris leadership loved the update, and a very solid foundation was set upon which to build an incredible brand and continue building on the great reputations of the companies of which is was comprised.
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