Fuller Industrial and Fuller Western sought to create a uniform brand across both companies under a single name which was already established in the industrial pipe and rubber lining industry. The name was shortened to FULLER, and the new image was developed as a way to integrate a strong, single identity across all of the company units.
The FULLER identity relies on a simplification of visual components. Starting with the logo, the bold red and black tones, and the thick line weights became the signature for the overall image.
Throughout all of their printed materials, the website, promotional materials, trade show display, exterior signage and fleet signage, the FULLER design elements and the logo itself were featured prominently and proudly as a form of establishing presence.
With the establishment of the FULLER rebranding, the company received three Summit awards for excellence in design and concept. (Logo Rebrand, Brochure and Stationery System.)