General Tool Company (GTC) is an aerospace and defence industry engineering firm based in Cincinnati, Ohio.
The mark is something the company decided on quickly, but the brand book took time, and we're both happy it did. You don't know a mark until you've worked with it enough. Sometimes primary choices, like typography and color, are slow to resolve. With each iteration we were getting closer, and the pieces of the jigsaw were falling into place.
GTC is rebranding after several decades. It's a big move for the company, and the goal is to set the firm more clearly on the national and international landscape.
Sober, professional and compelling, and topping out at 50 pages, the brand book arrived to do exactly what it should do: frame the evolution of the brand, and lay guidelines for its deployment and development.