This oilfield service startup came to SPINE with private equity backing and a clear business vision. The brand was a blank slate. First we developed the name Caliber—a reference to the perforating guns the company conveys downhole, as well as the founders' commitment to service excellence. The corporate identity also alludes to Caliber’s work, as the stylized “C” represents a perforated pipe. As a standalone graphical element, the “C” functions as a bold and memorable branding device that sets Caliber apart in the oil patch.
Building a Bold New Brand