Design with a Purpose
We design spaces with purpose, built to endure the test of time. Whether a small tenant improvement or an expansive logistics center, every project is rooted in our mission to cultivate connection, support growth and leave a lasting impact. We are proud of our portfolio and the opportunity to bring our clients’ visions to life, creating spaces that will serve and inspire for years to come.
Tubular USA
Client: Tubular USA
Brand Strategy, Creation + Integration | Signage | Print Design + Development
Architecture | Interior Design

Overview
Tubular USA, a prominent supplier of pipes and tubes, partnered with Gray for comprehensive design services, resulting in a transformative brand identity and physical space. The redesign of the logo focused on scalability, opting for a modern yet timeless font that allows adaptability across various mediums, including trucks, embroidery and digital platforms.

Symbolizing Industry
The redesign cleverly integrates the intricate details of piping, coating and tubes, reflecting the industry’s technical diversity. To unify the logo’s graphic elements and to emphasize distinctive components, Gray refined the letterforms to bring uniformity throughout the entire logo, creating a sophisticated visual identity for Tubular USA.


Symbolizing Heritage
Embracing the company’s American roots, the logo’s color palette in Old Glory blue and red exudes patriotism, invoking a sense of reliability and pride.


Harmonious Design Elements
As a result, the 131,000-square-foot built-to-suit headquarters and manufacturing facility seamlessly connect the Tubular USA brand with the built environment. The design features a striking metal pergola, enhancing the entrance’s architectural appeal. In contrast, the painted concrete tilt-up panels and two-story metal window frames contribute to a modern aesthetic.