Broach Masters

Broach Masters is a “boutique” machine shop that specializes in small quantity, high-precision broaches, which are tooling dies used to make custom gears.

International – and Interplanetary – Customers

Broach Masters bought another machine shop, Universal Gear. Together the two companies are a complete, custom gear shop. The quality and precision of their broaches and gears have won international and interplanetary customers – from the smallest gear shop to NASA. Broach Master gears are currently on the Mars Rover.

This project has had a couple of interesting design issues.

First, it was not possible to combine the identity of the two companies. They both have their respective audiences it was a re-purposing of old material into a new look – all of the images and content were initially the exact same from a previous project.

To accomplish the new look, we used a new byline (“When You Need It Right The First Time”), investigated a series of color schemes, and used the gear blueprint as a visual focus.

And second, they had two existing identities that needed to be incorporated in the solution. The existing identities are not good and were not subject to change; we used a simple type treatment that focuses on the parent company, we used it large and we minimized each company’s brand. Hopefully at some point we’ll be given an opportunity to rebrand from scratch.