When Structural Component Academy came to 1609 Marketing, they needed more than just a refresh—they needed a complete brand transformation.
The Challenge
As an online academy dedicated to truss design education, Structural Component Academy needed a brand that reflected both their technical precision and their modern, forward-thinking approach to training the next generation of truss designers. Their old identity didn’t capture the sophisticated design work their students master or the innovative online learning platform they’d built. They needed a visual identity that would honor their engineering roots while positioning them as a contemporary leader in structural design education.
The Logo Design Process
Before we put pencil to paper (or cursor to screen), we guided Structural Component Academy through our unique discovery survey. Rather than asking the typical “what do you like?” questions that often lead to vague answers, our rating system and carefully crafted questions help us discern exactly what design styles, color palettes, and visual approaches resonate with each client—and just as importantly, which ones to avoid.
This strategic foundation meant that when we presented five distinct logo concepts, each one was rooted in genuine insight about their preferences. The concepts explored different visual approaches to representing their expertise in truss design, but all were built on what we’d learned about their aesthetic preferences and how they envisioned the brand. We knew the logo needed to accomplish something specific: it had to look like it was designed by people who understand design at a fundamental level—because their students are learning to be designers themselves.
Each concept incorporated architectural principles, geometric precision, and a nod to the triangular truss structures that are central to their curriculum. We explored various configurations that would evoke structural integrity, engineering excellence, and modern educational innovation.
The client’s response? “You make it hard to choose.”
“You make it hard to choose.”
And that was a good day.
Five solid logo options that our client loved.
The Final Logo Decision
The logo they chose beautifully captures the essence of truss design through its geometric composition. The triangular elements—the fundamental building blocks of any truss system—create a cohesive roof structure that’s both literal and symbolic. The burgundy, gray, and teal palette brings a modern, professional aesthetic that moves beyond traditional construction industry branding. The clean, contemporary typography signals that this is an academy built for the future of structural design, not anchored in the past.
The Website Reveal
Following the logo selection, we moved into website development, translating the new brand identity into a digital experience. We focused on creating a user-friendly interface that would make it easy for students and industry professionals to access educational resources, course information, and company details.
When the client first saw the completed website, her reaction said it all: “OMG, I have goosebumps and I cried!”
“OMG, I have goosebumps and I cried!“
The Result
Here’s the thing: when your client gets goosebumps and cries happy tears over a website, you know you’ve nailed it.
Structural Component Academy now has a brand that actually looks like it was created by designers who get design—which is perfect, because that’s exactly who they’re training. The logo works hard (all those triangular truss elements doing their job), the colors are modern without being trendy, and the website functions as the digital classroom it needs to be.
But beyond the pretty pixels and strategic color choices, we gave them something bigger: a brand their students can be proud to learn from. One that says “we’re serious about truss design education, and we’re doing it in a way that’s as forward-thinking as the structures you’ll create.”
And honestly? When a client says “you make it hard to choose” during the logo phase and then cries when she sees the final website, that’s the whole reason we do this work.
At 1609 Marketing, we believe that great branding isn’t just about aesthetics—it’s about capturing the essence of what makes your business unique and communicating that to your audience in meaningful ways. Want to see what we can do for your brand? Let’s chat!