Forging a Stronger Mark for Steelhaus
Logo Design Logo Animation Steelhaus is driving innovation with cutting-edge manufacturing technologies that reduce human error and ensure top-quality, reliable products for the oil and gas industry. However, despite its desired machined and industrial feel, the logo is a throwback to the early 2000s—featuring a semi-3D crest, intricate details, and heavy gradients. Does it stand the test of time? Is it adaptable? Is it memorable? Perhaps not. So, I set out to bring it into the present while preserving its heritage.
The Challenges:
Preserve the essence of the wordmark and crest.
Eliminate artifacts in the typography.
Simplify the crest for a cleaner, stronger look.
Refining the Wordmark & Crest
To start, I fixed the kerning in the wordmark for better balance and applied roundness-preserving vertical scaling, boosting the height by 7% to improve readability.
For the crest, I addressed the low contrast, intricate structure, and unclear letter “S.” By removing the outer circle, I gave the crest more presence while maintaining its original size. I also clarified the "S" shape, making it instantly recognizable as part of Steelhaus, and simplified the overall structure for a sharper, more modern look.
I created a logo animation to showcase the new logo's potential. Its energetic spin—shifting from chaotic to balanced—serves as a metaphor for taming the power of nature, much like the work environment on oil rigs, where Steelhaus products are built to excel.
Simpler, Sharper, Stronger
This logo revamp also enhances versatility. By simplifying vector shapes and reducing the color palette, the logo is now easy to animate, print, engrave, embroider, and create multiple 3D sign variations. With a cleaner design, the logo is more vivid and memorable, strengthening Steelhaus’ image as a modern, advanced manufacturer. It’s not just about keeping up with the present—this logo is built to outlast it and leave a lasting impression.