Brand Identity: The Building Doctors

Pittsburgh has some wonderful architecture, from charming row-houses to modern skyscrapers. Many of our most precious buildings were built early in the twentieth century, when craftsmanship was at an all-time high, and energy costs were proportionately low. Today, the increasing value of the energy it takes to power a building has sparked some concerns for the efficiency of our quirky old buildings, while the stimulus bill creates new opportunities for building owners to invest in the future of their property.

From this necessity, RCx Building Diagnostics was born.

The startup venture launched late in 2008. Right away, they needed to formulate their corporate identity, so they could get their message out to the public. The “green industry” has been a burgeoning field for several years, and is flooded with businesses of varying levels of credibility. It is no longer enough to offer “green services,” as consumers become more educated and increasingly skeptical about this field. Rather than creating a brand identity focusing on the result, a sustainable property, RCx Building Diagnostics was named and illustrated with their unique process in mind. The logo and name are reminiscent of a healthcare provider, and that’s just what this company is out to provide: careful, thorough, on-going diagnostics and support.


The basic building block of this techy-sounding name is the “RCx,” which is the universally accepted abbreviation for retro-commissioning. (This is the reduction of waste in existing buildings.) The complete initials represent the literal service the new company provides.

You would’ve also noticed the “Rx” element, which takes up about 2 thirds of the total logo—quite a large portion! You recognize the universal symbol for a doctor’s prescription. This serves to illustrate the quality of service the start-up provides. RCx energy engineers examine all symptoms, then uses a holistic, precision approach to prescribe treatment.

The last and subtlest graphic element, is the “x” itself. Instead of the straight cross-style character from the prescription symbol, this one is modeled after the style of “x” you recall from your old algebra textbooks. This “x” represents all the data driven decisions that will be used as the company locates each variable, and creates a solid formula for success.

A logo must be simple and concise while holding multiple meanings. At first glance, this one simply broadcasts literal services to professionals within the industry. But upon deeper analysis, this logo illustrates the brand identity and helps to exhort trust and respect for the company and its professionals, which is critical for a new venture.

Today, RCx is doing exciting work within their industry, and also in their new marketing efforts. Check back to learn more about their progress, guided by ChemMotion Meda staff.