Originally founded in 1946 as Kansas City Screw Products, this precision machining company had a strong legacy — but no formal brand identity. Under new leadership, I was brought in to modernize and reposition the company for growth. The name posed an early challenge: while it reflected history, it no longer captured the company’s full capabilities. I led a renaming and repositioning effort, ultimately recommending KCSP Machine — a modernized name that honored the company’s roots while creating space for a broader offering.
From there, I developed a full brand identity system that reflected the clean, precise nature of the shop’s work — modern but not sterile, professional yet approachable. The system was designed to be flexible across packaging, large-format graphics, vehicle decals, and web. By simplifying the name and aligning it with a new tagline and messaging strategy, we created a brand that looked forward without letting go of the past.
The Logo
A MODERN MACHINE SHOP WITH A LONG HISTORY
KCSP Machine delivers precision machined parts: on time, to spec, with excellent service and accountability. I wanted the brand to communicate its foundational promise of precision and expertise, while also feeling friendly and familiar. With the logo as the visual foundation— I chose a high-contrast, warm, and retro-ish color palette. I used a geometric typeface to convey KCSP’s straightforward, open, and accessible approach to customer service, and I added the fine lines of the star in the P to reflect the precision of their work. Lastly, to contrast the familiar, and bold letters of KCSP, I designed the word “MACHINE” to feel clean and modern.
The Star
Reflects KCSP’s foundational promise of precision & expertise.
Geometric Sans Typeface
Conveys KCSP’s straightforward, open, and accessible approach to customer service.
High-contrast, clean type
Speaks to the modern vision of the business and creates a balance between the bold and familiar type used for KCSP.
KCSP Machine delivers precision machined parts: on time, to spec, with excellent service and accountability.
BRAND STYLE GUIDE
TYPOGRAPHY & COLORS
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Poppins
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Lato
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