Spicer Propane & Oil

Spicer has been a trusted provider of propane, oil, and service solutions for over 110 years, serving its community with reliability and expertise. In 2020, as the company expanded further, leadership recognized the need for a refreshed brand identity. However, the challenge lay in striking a balance between tradition and modernization—while younger stakeholders pushed for an updated look, long-standing owners wanted to preserve the legacy of the original logo.

To honor both perspectives, I reimagined the existing logo, maintaining its core essence while giving it a contemporary, streamlined design. The prominent “S” that once began the Spicer name was simplified and repositioned as the central element of the new logo icon. To enhance legibility, I removed the two background marks from the original design. The swooshes flanking the icon symbolize the company’s dual focus on heating and cooling, as well as its propane and oil divisions, with the service department seamlessly integrated between them. Retaining Copperplate as the primary typeface paid tribute to Spicer’s long-standing industry presence, while a modern, geometric font was introduced for the division names to add a contemporary touch. The result was a logo that both honored Spicer’s legacy and embraced its evolution—one that was met with enthusiasm by the entire team.

With the updated branding in place, the next step was a comprehensive promotional strategy to introduce Spicer’s new divisions and expanded locations. A multifaceted marketing campaign was launched, utilizing banners, billboards, new truck wraps, business cards, direct mailers, print and digital advertisements, and radio spots. These efforts successfully increased brand visibility in new markets, attracting a broader customer base.

Today, I continue to develop fresh designs and targeted messaging to keep Spicer top-of-mind in the community, further strengthening its reputation as a well-established and dependable service provider.