Northern Dame


Logo design and stationery package


Northern Dame is a second-generation, woman-owned, traffic management company based in the Mat-Su Valley but active across the state of Alaska. The company offers traffic control, flagging, training, surveying, and pilot car services.

Founded in 1992 by Doris Coy, the company is now run by daughter-in-law Stacey. To mark their 25th anniversary and the passing of the torch to a new generation, Northern Dame asked Mad Dog to create their first official logo.

The change in ownership also provided an opportunity to bring internal systems and services up to date. The logo needed to reflect the new, modern sensibilities of the business, give the company an established and professional image, and – just as importantly – express the friendly and personal style of the team there.

Mad Dog decided to position Northern Dame to own the whole road; instead of creating a logo based on a single symbol of traffic control, Mad Dog incorporated the road itself into a one-of-a-kind monogram and paired it with a custom wordmark. The slant of the monogram and wordmark is meant to suggest forward motion and a flow of elements, to contradict the stereotype of a service that impedes traffic.