Corporate ID | Business

The Situation

Hexagon is a global leader in sensor, software, and autonomous solutions. Their mining division solves surface and underground mine challenges with proven technologies for planning, operations, and safety. Following several rounds of acquisitions and a new corporate brand identity, Hexagon Mining was in need of a brand overhaul.

The Solution

Brandsymbol first addressed the over-arching brand architecture and discovered that the previous corporate identity project had stopped with the new logo. Brandsymbol had to ascertain how to expand that new identity out across their seven worldwide divisions and did so for developed a portfolio advertising and marketing collateral.

Each communication needed to convey 2 or 3 levels of brand hierarchy while avoiding the corporate sameness that hampers so many corporate brands. Hexagon Mining — and the other six divisions — needed to retain its own look and feel while still serving the parent brand.

“[Brandsymbol] quickly delivered professional designs that could be explored. One of the most noteworthy characteristics of the Brandsymbol team is their ability to take constructive criticism, quickly applying changes while also developing the new design. We were incredibly pleased with the final creative product developed.”

The Success

By deconstructing the corporate logo to create a unique icon shape for each division and then further deconstructing it to create the division identifiers, Brandsymbol was able to create a library of unique shapes and textures alongside a set of rules to govern their usage for each division.

The result was a brand architecture and identity with guidelines and a graphic library that allowed for a bold and flexible presentation across all communications.