Francis Company Branding

Scope

Francis Company approached me to refresh their brand identity with a look that honors their legacy while presenting them as a modern, precise, and trusted leader in their industry. The challenge was to translate their expertise and reputation into a visual system that feels both strong and contemporary.

Creative Direction

I grounded the creative direction in Francis Company’s core qualities: expertise, precision, and trust. The new logo draws inspiration directly from the tools of their trade. Taking cues from the geometry of a press machine and the clean lines of a 90-degree bend, the mark symbolizes both the strength and accuracy that define their service.

The supporting identity carries this same precision forward, using clean typography and a modern visual system to create a consistent, professional brand experience. The balance of industrial inspiration with refined design ensures the brand feels both grounded in craftsmanship and forward-looking.

Results

The updated identity gives Francis Company a bold, modern presence while preserving the reputation they’ve built over decades. Their new brand communicates strength, accuracy, and professionalism at every touchpoint—reinforcing client trust and positioning them with confidence for the future.

All work by: Jimmy Sugg