Primary Goals & Objectives

Cougar Tool had outgrown their ‘mom and pop’ status and were no longer just a tool shop. They required a name and brand that were more indicative of their growing national and international success within the oil and gas industry. Their logo, a 3-D image of a cougar, was also out of date and didn’t represent what they did.

Working with g[squared], a new name and identity began to take shape. The name had to eliminate confusion and position the company as the global player they had become; Cougar Drilling Solutions, with a bold oil drop positioned in the name, filled that bill. The look needed to be clean and uncluttered with a sense of quality, service and experience. Our design team chose a colour palette and presentation that would be familiar while at the same time symbolize the growth, vision and opportunity of the future. The ‘Cougar yellow’ remained while the black was replaced with a charcoal gray to soften the look without losing its industrial feel.

While the focus of Cougar creative is on the message, the consistent use of colour will play an integral role inestablishing brand recognition.


  • Identity development
  • Stationary package
  • Brand guidelines
  • eNewsletter template
  • Powerpoint template
  • Tradeshow booth
  • Print ad campaigns
  • Product specification sheets
  • Website
  • Case studies
  • Corporate initiative branding
  • Signage