September 25, 2015
Southeastern Equipment Co., Inc. debuts new company logo
By DineEngine
Southeastern Equiptment Co. has a new logo by Chepri

It’s not every day that you get to work with such a ground breaking, earthmoving company like Southeastern Equipment Co., Inc.

Southeastern Equipment is one of the country’s leading privately owned new and used equipment companies. With a diverse line of products available, Southeastern Equipment deals in heavy construction, paving, earthmoving and specialty equipment in markets in Ohio, Indiana, Kentucky and Michigan. They boast over 50 types and brands of heavy equipment offered.

Southeastern Equipment is a large company with 18 locations and over 200 employees, but Southeastern delivers the quality and service you’d expect from a family owned business — and that’s because they are one!

Southeastern Equipment was founded in 1957 by Bill and Nancy Baker. What was once a small operation, selling motor grader blades to townships and counties, has grown into a major regional equipment outfit. Southeastern Equipment Co., Inc. is the largest Kobelco dealer in the U.S. and one of the largest privately owned Case dealers in the world!

Historical photo of Southeastern Equipment location

Southeastern Equipment Co., Inc. in the early days

When DineEngine’s design team started working with Southeastern Equipment to update their website (coming soon!), Southeastern Equipment wanted to first focus on the branding for the equipment company.

“When we sat down with DineEngine’s design team, we wanted our logo to be fresh and updated without losing touch of our company’s history. I feel like this new design showcases the best of the old and new in a really classic way. It feels very us,” said Thor Hess, Director of Corporate Development.

While re-designing Southeastern Equipment’s logo, DineEngine designer Josh Hibbard found inspiration in Southeastern’s logos of the past. “DineEngine set out to rebrand Southeastern Equipment by focusing on the authenticity and pride of the company, while also adding a level of consistency,” said Hibbard. “The new logo pays homage to the original Southeastern Equipment Co. Inc. logos, while adding a level of uniqueness and incorporating modern elements. Using consistent logos and branding will give Southeastern Equipment Co. Inc. a representation of quality and authenticity that illustrates the company’s well-established roots.”

Andrea Jimenez, Marketing Manager at Southeastern Equipment, explained that her primary goal for this project “was to keep the essence of the original logo while making sure that Southeastern’s associates, customers and partners could still identify with the brand and see the company values reflected on the new elements. I feel that the design team at DineEngine did just that, and I appreciate their support and guidance through the process.”

DineEngine’s team has really enjoyed working with Southeastern Equipment on their logo and website (look for the website to launch before the end of 2015), and is proud to be a small part of Southeastern Equipment’s rich history moving forward.

What do you think about Southeastern’s new logo? Have questions about our design services? Please contact us with any questions or comments!


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