Royal Group

Building a better house of brands.

STRATEGY BRAND IDENTITY BRAND DESIGN BRAND ARCHITECTURE BRAND GUIDELINES COPYWRITING

With numerous divisions, market segments, and business spanning Canada and the U.S., Royal is the largest extruder of cellular PVC components in North America. The rebrand required starting at its foundation.
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From its beginnings of producing window profiles and other plastic parts — Royal Group grew to become a manufacturer of various consumer, commercial, and municipal building products. From schools & hospitals to homes & offices, and even the water supply that connects them, Royal could literally touch almost every aspect of the neighborhoods in which we live.
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This key understanding formulated the strategic underpinning of the brand:

Building Better Neighborhoods.

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Before

— After

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After

Considering the equity in both the Royal name and original crown mark, the revised identity tells the brand story with clarity and distinction.
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Where the previous mark identified a manufacturer, the new design is aspirational. The crown now captures a vignette of a neighborhood street. It expresses a commitment to building neighborhoods of lasting value…

…from the ground up.

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The Royal Group is renamed Royal Building Products to clearly communicate the brand message and the business.
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The full lockup requires flexibility to accommodate a matrix of over a hundred business lines, product categories, names, and descriptors. Within this matrix, “Building Products” is the template for these extensions.

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Additionally, French and bilingual variants are considered.

 

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Modern, endorsed brands are standardized — while legacy brand styles are accommodated for their existing identities.

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Everything culminates in a set of comprehensive guidelines. Providing a solid foundation for Royal to deliver a consistent, straightforward expression of their brand.

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Contemporary Royal collateral, along with new, endorsed brands — and their guidelines — are built on this foundation’s strength.

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Celect Brand Creation

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Haven Brand Creation

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A decade on, the Royal brand continues to express strength and dedication to pros and homeowners across North America.

CREATIVE DIRECTOR: STEVE LASCH
STRATEGY DIRECTOR: JIM MOUNTJOY
DESIGN DIRECTOR: BRADY BONE
ART DIRECTOR: BRADY BONE
DESIGN: JESSICA MANNER, KIM CUNNINGHAM, BRADY BONE
COPYWRITING: STEVE LASCH, BRADY BONE
ILLUSTRATION: BRADY BONE
PRODUCTION: JESSICA MANNER, KIM CUNNINGHAM, BRADY BONE
ACCOUNT MANAGEMENT: SARAH PETER

AGENCY: LKM