J.L. Matthews Co. is a third generation family owned business based in Fort Worth. They specialize in top-of-line safety apparel and equipment distribution and repair for lineman and arborists. In simple terms, they fully outfit the workers who climb and repair power lines. This is a very dangerous job and J.L. Matthews pride themselves on being experts in the industry and keeping workers safe while doing their jobs.
J.L. Matthews was founded in 1946 by Joe L. Matthews. Almost seventy years later, J.L. Matthews is still rooted in the values that the business was founded on - top notch, personal customer service with a priority placed on training and safety. Getting to know the business on a more personal level was very insightful and inspiring and we wanted to be sure to highlight the business’ heritage in the new look and feel of the brand.
While it’s important for the J.L. Matthews brand to evolve and reflect a more current look, it’s just as important not to forget where the brand came from and those attributes that have ultimately made the brand what it is today.
Old photos of the first workshop revealed the name of the building in a font that was strong and fitting for the brand. Since safety is such a large part of the company and industry focus, the brand color shifted from red to orange. The logo features the primarily company name, placing the focus on “Matthews” since that resonates the most with existing customers, while including the heritage detail secondarily. The logo design was modified to show straight, strong lines, indicative of the industry and those that work in it. All of these factors culminate to create a new brand mark that is strong, rich in heritage and is current and relevant.
While it’s important for the J.L. Matthews brand to evolve and reflect a more current look, it’s just as important not to forget where the brand came from and those attributes that have ultimately made the brand what it is today.
Old photos of the first workshop revealed the name of the building in a font that was strong and fitting for the brand. Since safety is such a large part of the company and industry focus, the brand color shifted from red to orange. The logo features the primarily company name, placing the focus on “Matthews” since that resonates the most with existing customers, while including the heritage detail secondarily. The logo design was modified to show straight, strong lines, indicative of the industry and those that work in it. All of these factors culminate to create a new brand mark that is strong, rich in heritage and is current and relevant.
