Paul Mueller Company

Paul Mueller Company has always been known for hard work, quality and expert craftsmanship. These traits allowed them to grow from a small, midwestern sheet metal shop to a global supplier of heating, cooling and storage solutions for farmers, brewers and engineers. In the midst of this growth, they needed a brand identity that would elevate their heritage, while solving some of their growing pains—allowing them to move forward as a global industry leader. A visual identity system began to take shape, balancing heritage with more modern sensibilities that point to their European side. The system consistently builds on the rectangle as a graphic device—translating to angular iconography, masculine typography, a modular web experience and sub-brand architecture that utilizes the shape.