Bethom Contracting Construction Brand Identity & Mascot Logo Design
A bold Bulldog Mascot identity symbolizing tenacity, protection, and reliability - balancing the high-end nature of luxury remodeling with the toughness required for fire and water restoration in Phoenix, Arizona.
The Client
Bethom Contracting specialises in luxury home remodelling and critical fire/water restoration in Phoenix, Arizona. Their portfolio runs from high-end backyard pool remodels and desert patio projects to new residential framing and excavation work, and the branding challenge sat exactly in that range: balancing the high-end nature of their remodelling work with the toughness required for disaster restoration.
The Design
I built the identity around a bold Bulldog Mascot, inspired in part by the owner’s own bulldog (the real-life version appears in the project photography wearing an American flag hat) and shaped to symbolise tenacity, protection, and reliability. This gave the mark a personal connection while still feeling tough enough for job sites, restoration work, and large-scale remodelling projects.
The mark pairs a stylised white bulldog with a red letter B. The strong black and red colour palette commands attention on site, the kind of contrast-led decision I explain in how to choose brand colours, while the clean, block typography ensures the brand looks professional on everything from business cards to heavy machinery.
The Result
The bulldog mascot has become Bethom’s most recognisable asset, appearing on crew trucks, branded hard hats, and social media content. The gallery below shows how far the system travels: branded vans and a black crew truck at remodel and new-build sites, exterior and jobsite signage from luxury poolsides to excavation works, crew shirts, gloves, and safety vests, and a stationery suite of business cards, letterhead, notebooks, and envelopes. Presentation folders, mugs, and material boards carry the same mark into client meetings. Homeowners in the Phoenix area associate the mark with dependable, high-quality work, whether the job involves a luxury pool remodel or emergency fire restoration. The bold black and red palette photographs well on site, giving Bethom strong visual content for proposals and advertising.
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