INTRODUCTION
With a rich history that spansmore than a century, our company warrants a well- defined identity and consistent message. This document serves as a guideline to the graphic representation of our brand, to be shared through all forms of internal and external communications. The marketing and communication methods listed within distinguish us from our competitors, and the results leave a lasting impression with our customers – creating a brand identity composed of history, safety, quality, and ethics. Since 1898, the Walsh name has been recognized as one of North America’s most experienced and respected contractors. Originating in the basement of an Irish immigrant, we’ve grown into a multi-billion dollar provider of multi- faceted construction-related services for a wide range of customers. We employ more than 8,000 professionals, yet have historically relied on our logo to serve as the best representation of the company. Although the logo is recognizable, the inconsistencies and graphical relationship with surrounding content have limited the effectiveness of fully communicating our identity with customers and the marketplace. In 2015, the Walsh family hosted organization leaders at Lake Geneva, WI for an event that celebrated our culture and focused on refining strategy, improving operations and strengthening the shared sense of One Walsh. Discussions focused on the best methods for collective communication. After much research, review, and strategy, it was concluded that a unified effort in brand messaging was needed as the company continues to grow and evolve. The foundation of our brand, the Walsh and Archer Western logos, our most visible identifiers, remain unchanged. They are a classic, bold design; one with the WALSH text stretched across a big green W, and the other a large arrow being intercepted by a big green W. The logos are largely recognized by our customers, partners, and the general public.
The colors of green and white are reflective of the Irish heritage of the company’s founder Matthew Myles Walsh. As we continue to evolve as a company and service provider, our brand identity has slightly altered as well. Not only are we a company limited to the green and white colors, but like our services, we are flexible, and we have supplemented our identity with a series of new fresh colors. These colors are to be used strategically in our communications. Though colors vary, they are all part of a consistent platform laid out within the standards document. Simple, sleek, headline fonts have been chosen to accompany the graphical elements of our communications. Historically, font choices have varied in all forms of communication; delivering visually confusing messages. These new fonts will accompany all graphics and will bring consistency to all of our messages and strengthen our identity OUR IDENTITY Our brand identity incorporates two components, how we look, and how we make customers, employees and recruits feel. When our message connects with an audience, a feeling is accomplished and secured in relation to our brand. We establish this connection through our tone of voice, which is derived from our personality, trustworthiness, expertise, and confidence. PERSONAL: We are a family-owned company, built upon old fashion everyday values of hard work and respect. We are a local company that stretches across the United States and Canada. We are a neighbor to our many communities and are invested in their well-being. For these reasons, we communicate through a simple form of friendly dialogue. We always refer to the company
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