Customer Spotlight: MSA Before and After – Brand Refresh

We love sharing the journey of brand evolution with our clients and we are excited to showcase the Brand Refresh for MSA Construction & Maintenance, highlighting their progression from original branding to their final refreshed logo.

Brand refreshes are important milestones in a company’s journey. For MSA Construction & Maintenance, this process happened in stages that reflect their growth and changing market position.

The original logo

MSA’s original logo featured the company name in teal letters with black outlines, accompanied by a distinctive emblem showing a surveying peg with the MSA initials. The logo served them well for years, establishing their identity in the construction and maintenance sector.

The interim update

In their first attempt at modernisation, MSA streamlined their logo with a cleaner approach. This version featured the letters M, S, and A separated by vertical lines, with “CONSTRUCTION & MAINTENANCE” in a matching teal colour below. This simplified version stripped away some elements but maintained their colour identity. Whilst it was more modern, it lacked the strength associated with their industry, and they realised that they need a professional updated as they began pitching to commercial business and government.

Brand refresh

For the final brand refresh, we worked closely with MSA Construction & Maintenance to create a logo that would strengthen their brand positioning while honouring their heritage. The new design features:

• Integrated design elements: Rather than keeping the survey peg as a separate object, we’ve incorporated this industry symbol into the logo itself by integrating it with the “M”.
• Bold typography: The strong, bold font projects reliability and strength—key qualities in the construction industry. The clean lines and modern typeface communicate professionalism while remaining approachable.
• Enhanced colour palette: We updated the signature teal to a stronger, more vibrant green that creates greater visual impact and improves reproduction across various media.
• Simplified structure: The streamlined design works effectively at various scales, from large signage to business cards and digital applications.

Design considerations

When approaching this refresh, we considered MSA’s dual audience of government contracts and commercial clients. The design needed to convey professionalism and reliability while maintaining an approachable feel.

The integration of the survey peg element into the letterform itself represents how surveying and precision are fundamental to MSA’s work.

Results

The refreshed logo gives MSA Construction & Maintenance a contemporary visual identity that will serve them well across digital and physical applications into the future. The stronger green colour creates better visibility while the bold typography ensures their name stands out in competitive situations.

We were honoured to help MSA evolve their brand while maintaining the equity they’ve built over years in the industry.