PDM Federal was formed as a unique A/E/C (Architecture, Engineering and Construction) firm for the very specific task of pursuing federal “set-aside” work in the Design/Build arena. The new firm married Powerhouse Design (now A|E Works), a service disabled veteran owned engineering and design firm, with Massaro Corporation, a Pittsburgh-based general contracting firm. Working with representatives from both Powerhouse and Massaro, I was tasked with developing a brand identity that would encapsulate the corporate values of integrity, leadership, teamwork and craftsmanship as well as distinguishing the firm’s merit to a very narrow market segment.
PDM Federal - Mission, Vision, Values
My Approach
INTENT
Regarding the the overall conceptual intent of this project, I relied extensively on the deep level of familiarity with the marketplace that Powerhouse President Michael Cherok possessed. With his guidance we focused our efforts on developing a visual identity that would espouse the unique strength, leadership and sense of duty that characterize veteran owned businesses. We would also proceed in a manner that was highly conscious of our target, developing the foundations of a brand that would be overtly patriotic while avoiding clichés.
Additionally, an extensive study of the national Design/Build and A/E/C competitive landscape was compiled, focusing on firms specializing in federal contracting, to provide further insight into distinguishing PDM Federal in its marketplace.
PDM logo form geometry
FORM
Armed with a thorough overview of the competition in addition to a well defined conceptual direction, the logo form was crafted as a bold word mark with a split a 5-point star icon. The type was set in Highway Gothic, a derivative of the FHWA Series fonts. The FHWA (U.S. Federal Highway Administration) Series was developed during World War II by the Public Roads Administration for use on Interstate signage. In addition to providing a strong thematic link to the overall branding concept, the font is bold and striking, carrying a very appropriate strength in its weight.
The split 5-point star icon was developed as a unique take on a common form that would overtly suggest patriotism, while more subtly calling to mind U.S. military insignia. The split form and positioning of the icon in relation to the word mark was meant to operate on both aesthetic and conceptual levels. Aesthetically, the star calls attention to the logo as a whole and connects the two text forms: the acronym PDM (Powerhouse Design, Massaro) and the word Federal. Conceptually this works to unite the corporate team (PDM) with the marketplace (federal, government work).
Final logo and alternate marks
COLOR
The color scheme for the PDM Federal identity was assembled to accomplish both visual and conceptual goals. The main aesthetic priority was to differentiate the brand mark from competitors. The A/E/C field is rife with traditional, corporate, navy logos. Shades of blue abound in construction industry corporate brand design. By choosing the PDM red (PMS 4975), the logo form would be readily distinguishable amidst many of the company’s competitors. The particular shade of red, however, still maintained much of the corporate, strong and trustworthy connotations that a professional services industry identity requires. Additionally, the Powerhouse Design logo was predominantly rendered in a dark shade of red, so the new logo could leverage some of that brand’s visual equity.
The second color in the scheme, PMS 418 or ‘PDM Olive’, aesthetically balances the bold red, while allowing PDM to stand as the focal point of the word mark. Further, the color creates another subtle link to the U.S. military and the values held by PDM, which are intrinsically linked to its status as a veteran owned business.
Reverse and black and white logo schemes
View more of the PDM Federal identity on my Behance Portfolio.
If you’d like to see how my approach can benefit your organization, get in touch.