Specialty Fasteners is at the forefront of providing fasteners, plastics, hardware, tools and consumables to Australia for many decades. With their first business opening in 1959 over the years they have expanded, acquiring other businesses throughout Australia, including Specialised Wholesale & Plastics, Fasteners Australia, Fred Tapping Fasteners and Circlips Australia.
The decision was made to combine all the businesses under one the one brand Specialty Fasteners. This was to ensure that customer’s nation wide could expect the same level of customer focused service, high quality product range and experienced staff across all branches. With branches located in Fyshwick, Lambton, Tomago, Lakemba, Ingleburn, Dubbo, Adelaide and Perth it was important to tie the brand together.
Owen Signs was approached with the project of designing a brand that unified these businesses and their commitment to their customers and products, a brand that would grow with the business into the future.
The logo we designed is a simple way to identify Specialty Fasteners. The bold colour scheme and clean lines make it easy to identify across products, uniforms, vehicles and buildings. The arrows in the logo symbolise the company’s vision towards the future and how they are always looking to improve, and strive to provide quality service for their customers. By placing emphasis on colour, we ensured that the key traits of Specialty Fasteners were represented. The colour orange represents warmth and positivity, strength, communication, confidence and optimism, and the use of orange within the logo associates these traits with the brand.
The logo and colour scheme can easily be translated throughout the key elements of the brand – including building signage, business stationery and fleet vehicles. By streamlining everyday business stationery such as invoices, pricelists, letterheads and business cards, strong brand awareness is created.