Swiss American

The existing Swiss American identity had strong recognition, but the team wanted to move toward something cleaner, more versatile, and more refined.

We explored logo concepts that retained a connection to the familiar crossbow while simplifying the form and making it feel less literal. The goal was to preserve enough of the brand’s history to feel recognizable, while creating a mark that could stand on its own across digital, print, apparel, signage, and sales materials.

The concepts also explored simplifying the company name from Swiss American Screw Products to the more direct Swiss American—putting greater emphasis on the name customers already knew and used.

The result is a more modern identity without losing the character and heritage behind it.

We simplified the brand while maintaining its Swiss American heritage, creating a cleaner identity that works just as well on the website as it does on sales materials, apparel, signage, and everything in between.

Small details. Stronger identity.

The color system provided another opportunity to connect Swiss American's history with a more polished visual identity.

We worked with a traditional red-and-blue palette inspired by the Swiss American name, creating a look that feels established, professional, and distinctly recognizable. The treatment builds on colors already present throughout the company—from Swiss-inspired imagery to the red details found throughout the facility—giving the brand a natural visual connection to the business itself.

Rather than overcomplicate the palette, the approach stayed intentionally simple: bold enough to create recognition, restrained enough to keep the focus on Swiss American's precision work.

Traditional colors. Precisely applied.