For decades, C.H. Guernsey and Company branded itself with a “G” reminiscent of the Green Bay Packers’ and the Georgia Bulldogs’ logos. STAPLEGUN proposed a simplified name and an evolved “G” mark. The new logo is both unique and meaningful: the three unbroken sides of the square represent its three divisions (consulting, engineering and architecture), while the fourth has a line leading to the center to create the “G.” This side represents Guernsey’s clients, symbolically placing them at the center of the mark.


Identity Work