Pike

Since 1873, Pike has been dedicated to serving clients and the community with innovative, high-quality construction services. Over the course of five generations of family leadership, Pike has gained deep industry expertise while growing long-term partnerships across the Northeast and in central Florida. From manufacturing and distribution to healthcare facilities and residential buildings, Pike works closely with clients to earn their trust and keep them involved at every stage of the construction process.

Following a large acquisition and steady organic growth, Pike needed to connect its team to the brand it had evolved into. Although this growth opened its customers up to an even wider range of services, it wasn’t always clear what resources they now had, and the company remained split despite its growing nature. By bringing each arm together under one brand—one with a unifying purpose and a clear company structure—Pike knew it would be able to unify its valued internal team to be able to better serve its customers and demonstrate its value.

With Pike’s 150th anniversary approaching, the time was right to realign itself under one umbrella and reinforce its longevity, experience, technological advancements and commitment to innovation.

To kick things off, the DS+CO team conducted extensive research, both internally at Pike and externally among its customers, to better understand its current make-up and how it was perceived. With this knowledge, we were able to create a new brand framework, outlining the key elements that create a purposeful brand and emphasizing the attributes that make Pike unique.

Underneath the umbrella of Pike Construction Services came three well-defined and interconnected brands: Pike Residential (formerly Lecesse), Pike Construction Services (aka Pike) and Pike Development. Three brands united by their values, culture, expression, differentiators and personality. We dug even further and reached the core of the Pike brand, which led to its new tagline: Power of partnership.

With the brand structure established and its unified purpose unveiled, our team began exploring new ways to visualize the company. Working hand-in-hand with Pike’s CEO, DS+CO explored a collection of logo concepts that represented a variety of brand tenets—from innovative construction techniques to the emphasis on craftsmanship handed down by founder John B. Pike.

The final logo is made up of a custom type treatment constructed with precise geometry and the same sense of strength and stability found in all Pike construction projects. The accompanying seal spells out the full company name for use in new markets where the Pike brand name is less known and features a pentagon icon that references the five generations of leadership and Pike’s five core values—overlapping in forward motion.

For the 150th anniversary celebration, a special side project was initiated to refresh the original logo from 1873. This commemorative seal would appear one time only on hats, shirts and accessories for Pike employees—all of whom were now united under an interconnected brand.