Corporate Rebrand

Brand Update | Logo Design

The Branding Strategy

For over a century, Newcomb Spring has provided expert spring and metal form manufacturing.

During that time the company’s branding and marketing materials have undergone a wide variety of changes, with various iterations of icons and identities.

As part of our integrated marketing services, Stifel Marcin helped to solidify and update the Newcomb Spring brand, creating standardized messaging, styles and logos for consistency and greater brand impact.

The new branding elements leveraged the existing success and recognizable elements that Newcomb Spring had developed in its long history, while helping to illustrate their continued innovation and evolution.


As part of our efforts, the Stifel Marcin B2B branding team revised the Newcomb Spring corporate logo. While building off the established corporate logo, the font layout and format was slightly revised, creating a bold and robust identity that still closely resembled the previous logo.

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Additionally, the company’s kangaroo mascot, “Kan-do” Joey, had been in place for decades and was widely recognized and loved by both customers and staff. As part of our branding efforts, Stifel Marcin modernized the Joey icon, slightly adjusting the kangaroo shape and look, with updated styling. Brand colors and fonts were also identified in the branding process, creating a consistent standard that could be used across all marketing pieces. The Newcomb Spring branding update allowed for a modernization of brand icons, with updates that were subtle, to an extent that they may have even gone unnoticed by some customers.

“The Stifel Marcin team has truly become an extension of our team. They have helped create internal brand alignment and have consistently delivered strategic and thoughtful marketing solutions that drive leads, build brand awareness and loyalty.” – Marie

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