Brasfield & Gorrie, one of the largest construction companies in the U.S., has introduced a new logo as part of its rebranding effort. This update aims to modernize the company’s visual identity while holding on to the values and trust they’ve built since 1964.
The previous logo featured a straightforward design, with bold typography and a dark blue color palette emphasizing stability and reliability. However, including “General Contractors” in the text limited the brand’s scope, even though the company had expanded beyond that role.
The new logo presents a more refined and modern look. The typography remains bold but now has a more elegant and contemporary feel. The redesigned ampersand plays a key role, symbolizing unity and collaboration and reflecting the company’s commitment to going “beyond the build.” By removing the “General Contractors” label, the logo now reflects the broader scope of Brasfield & Gorrie’s work. The design is more minimalistic, projecting versatility and a broader range of services.
The color palette still features the deep blue that’s been a hallmark of the brand, though it’s been slightly deepened to give it a more modern and confident look. This continuity emphasizes tradition and progress, signaling that the company remains rooted in its values while embracing innovation.
The new logo’s standout element is the thoughtfully redesigned ampersand. The flowing design of the “&” symbol ties in with the themes of partnership and connection and serves as a versatile element across the brand’s identity. It adapts well to both digital and print platforms, acting as a link between the company’s history and its forward-looking approach.
This rebrand represents a shift in messaging. The new identity communicates that Brasfield & Gorrie is more than a construction company—it’s a trusted partner in creating spaces and environments that go “beyond the build.” This positions the company as a construction, innovation, and collaboration leader.
