A P that turns the corner, the way the drill does.
ProDirectional steers drill bits miles underground, from vertical to horizontal, landing within feet of the target. Their old look matched every contractor on the lease. We built the new one around the thing they do best: change direction, precisely.
Directional drilling is precise, high-stakes work. From the outside, every contractor looks the same: a bold sans, a navy box, a stock rig. ProDirectional needed to look like the crew you call when the well has to land exactly.
Start with what only they do. The symbol is drawn from a well path, the colours from rock, steel and screen light. The rules are drawn as pictures, so they survive sign shops and site managers.
Where ProDirectional sits.
Before anything was drawn, we agreed one sentence. Every design decision after it was checked against it.
Drawn from a well path.
The bowl is the bend. The P sweeps forward like a wellbore kicking off into the horizontal.
Leaning in. Italic and forward-moving. A company that steers, not one that waits.
Built for the field. One solid shape that survives a hard-hat sticker, a truck door and a 5am rig floor.
Rules you can see, not read.
The logo lives on hard hats, trucks and coveralls, applied by sign shops and site managers. Field crews don’t read paragraphs, so every rule is a picture. These are the real logo, broken on purpose.
Field numbers, told big.
Every post leads with one hard number from the field: footage drilled, longest run, success rate. Barlow in white and cyan on a blue-washed rig photo, with the logo in the corner.
Brand standards, in one document.
Logo and clear space, colour variations, Barlow and Open Sans, the full palette, the rules and every approved logo pairing. Handed to the team, sign shops and printers so the brand looks the same on a post, a truck or a hard hat. Scroll through it.
Shot on site. Never staged.
Photos come from the pad, not a studio. A navy wash ties them together, and the cyan mark cuts through like a survey line.
Wide frames at first and last light.
Crews at work, faces visible, kit real.
Navy wash on photos. Cyan only for the mark and lines.
Liked what we did for ProDirectional?
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