hexagon

Hexagon—a global leader in sensor, software, and autonomous solutions—needed a brand overhaul for its Hexagon Mining division following several rounds of acquisitions and a new corporate brand identity. Brandsymbol examined Hexagon Mining’s over-arching brand architecture and discovered that the previous corporate identity project stopped with the logo. We had to determine how to expand that new identity across seven worldwide divisions, conveying 2-3 levels of brand hierarchy per division while avoiding the corporate sameness that hampers so many corporate brands. Brandsymbol was able to create a library of unique shapes and textures alongside a set of rules to govern their usage for each division by deconstructing the corporate logo to create a unique icon shape for each division—and then further deconstructing it to create the division identifiers—resulting in a brand architecture and identity with guidelines that allowed for flexible presentation across all communications. 

more brands we helped build

[8:49 AM] Jacob Lindgren