THE solution
The Discount Steel team fully embraced the full rebranding process, from Capsule’s proprietary Foundations brand strategy to a new name and complete reconstruction of their visual system. Capsule developed the name, Coremark Metals, a symbol of the brand’s unwavering value system and the strength and precision inherent in their work.
The logomark
Crafting a mark for a brand that crafts well. The new logo shield is emblematic of Norse runes, inspired both by the family’s Nordic heritage and the shaping of metal.
THE NAME
This name evokes centrality and focus. It’s about identifying the root of a problem, the essence of a given situation and steering one’s attention directed towards it. When strength is at the core, the overall structure is more balanced and resilient
A VISUAL IDENTITY THAT CARRIES WEIGHT
With strong new colors and sharp, precise angled details, the logo and accompanying visual system of branded elements allow Coremark to express strength, stability and confidence throughout their space and on delivery trucks criss-crossing the country.
Star Tribune
"There’s something to learn here: not how the owners did this but why, as it seems to reflect a lot of good thinking about how to build a successful firm. Once being called Discount Steel made a lot of sense. Now Coremark Metals marks a big step forward.” — Lee Schafer, Star Tribune
THE Impact
The successful rebrand would not have been possible without the support and careful launch of the new brand by Coremark leaders and employees that rallied around the process. The Coremark team worked incredibly hard to strategically introduce and launch Coremark to the world with teaser billboards, robust communications and a powerful visual rollout.
The transformed brand not only creates opportunity to bring new customers through the door, but also reminds longstanding partners and employees of the steadfast team and high quality work that has always been present. Capsule couldn’t be prouder to work with partners like Coremark and contribute to their hard work and enduring legacy.