From blueprints to branding
When Specified partnered with 7 Communications for a brand refresh, the goal was clear: to transform a trusted name in commercial roofing into a modern, visionary leader. This meant redefining the brand’s visual and verbal identity while preserving the essence that had earned Specified its sterling reputation.
Background
Specified, a leading commercial roofing company serving major clients like BMO, Rogers Communications and so many more, recognized the need to evolve its brand to better represent its expanding expertise and bold vision. As a company dedicated to craftsmanship, innovation, and raising industry standards, Specified partnered with 7 Communications to develop a refreshed brand identity that would communicate its values and strategic priorities while preparing for future growth.
This transformation began with an on-site brand workshop, where we immersed ourselves in the company’s culture and explored its core values, category positioning, target audiences, and competitive landscape. The insights gained from this workshop laid the foundation for the refreshed branding direction.
Challenge
The challenge was to modernize Specified's visual identity without losing the elements that had earned the brand trust over the years. We needed to articulate the brand’s commitment to defying industry norms, cultivating quality craftsmanship, and being true partners to clients—all while creating a visual system that was professional, elevated, and scalable. Additionally, the refreshed brand had to equally resonate with two distinct employee groups: office staff and in-field laborers. It also needed to accommodate stringent safety requirements inherent to the industry, ensuring that the visual identity was practical and effective in all environments.
Challenge
The challenge was to modernize Specified's visual identity without losing the elements that had earned the brand trust over the years. We needed to articulate the brand’s commitment to defying industry norms, cultivating quality craftsmanship, and being true partners to clients—all while creating a visual system that was professional, elevated, and scalable. Additionally, the refreshed brand had to equally resonate with two distinct employee groups: office staff and in-field laborers. It also needed to accommodate stringent safety requirements inherent to the industry, ensuring that the visual identity was practical and effective in all environments.
Solution
Guided by the brand framework, we crafted a brand identity that reflects Specified's dedication to excellence and ambition to lead the industry.
Logo Suite: We refined the primary logomark to reduce tension and improve harmony between the angles, making it more adaptable for large-scale and pattern applications. A secondary logomark was introduced to accommodate growth, and a brandmark was developed for versatile use across digital platforms and branded merchandise. A solid background variant was included to maintain legibility in busy environments, such as job site photography.
Brand Framework: Our strategy emphasized Specified’s conviction to transform the commercial roofing sector, its mission to elevate client experiences, and its core values, including craftsmanship, innovation, and reliability. We wove these elements into the brand’s visual and verbal identity.
Colour Palette: Specified’s colour scheme retains its signature orange, symbolizing energy and legacy, while black, white, and greyscale elements offer a versatile, minimalist foundation for tone-on-tone graphics and subtle backgrounds. A carefully chosen spark of light green is used sparingly to add a refreshing element of contrast and flexibility, ensuring the palette remains modern and adaptable across various applications.
Typography: Our primary font, Manrope, features modern, rounded letterforms that convey trust and friendliness, while its tall x-height adds confidence and authority. With precise kerning and high legibility, Manrope is perfect for numeric data and interfaces, fitting seamlessly into Specified’s construction-focused brand. The name itself resonates with the industry, enhancing its appeal.
Public Sans serves as the secondary font, offering geometric shapes and a strong, reliable presence. Its neutral, versatile design ensures clarity and professionalism, ideal for detailed text and bold headings.
Together, these fonts emphasize precision, trust, and accessibility—core values of Specified.
Graphic Suite: We designed an isometric pattern inspired by aerial building views, symbolizing the ambitious, expansive projects Specified undertakes. The pattern aligns with the logo's 45-degree angles, representing rooftops and large-scale industrial landscapes. The light line weight and muted tones ensure the graphics are elegant and refined, and they are used selectively to reinforce the brand without overwhelming it.
Results
The new brand identity successfully embodies Specified’s values and strategic priorities. It captures the company’s dedication to craftsmanship, innovation, and high standards while providing a flexible foundation for future growth. More importantly, the refreshed design positions Specified as a distinctive and forward-thinking player in the commercial roofing industry. By challenging the norms of a sector often resistant to change, Specified stands out as a modern, authoritative force committed to elevating industry standards and driving positive, growth-oriented transformation.
.jpg)
