The challenge of branding a union is the need to appeal to two targets. Union members need an identity they are comfortable rallying behind, while contractors and developers who employ union members need to be able to trust the brand as skilled, compentent, capable, and professional.
The design solution here involves a logo that represents core elements and benefits to union members — such as benefits, camaraderie, safety and the backing of hundreds of fellow tradespersons — while presenting a professional image to the companies that contract with members.
