We began by understanding the heart of their work

It’s not just buildings and systems. It’s trust, reliability, and the ability to solve complex problems with ease. That insight led us to a design that focuses on connection. The new logo forms an 'S' through intersecting lines, symbolizing structure, motion, and the coordination of many moving parts. It reflects how Standard FM brings everything together to create a seamless experience for their clients.

Color played a big part in the transformation

We chose a bold red to reflect energy, visibility, and leadership. It’s a confident move in a category that often plays it safe. This color choice helps Standard FM stand out at every touchpoint, whether it's a branded vehicle, a worksite sign, or a business card.

What makes this identity system

What makes this identity system truly work is how flexible and intuitive it is. The design feels strong and modern across all applications, from uniforms and mugs to marketing materials. It brings a sense of cohesion to the company’s day-to-day operations and builds recognition through consistency.

This brand was created to reflect who Standard FM truly is and the direction they are moving toward. It is confident, grounded, and built with intention. Every element communicates trust, clarity, and a dedication to doing things well. The identity mirrors the people behind it — smart, capable, and focused on delivering excellence every day.