PREVIOUS: BRANDED BRAND ARCHITECTURE MODEL
A disparate stable of brands had been built up over the years, but with no golden thread linking them, diverse individual brand strategies were not contributing to company brand equity. In fact many divisions were losing potential related business to other companies, as clients were not aware of the full extent of the offering.
NEW: MONOLITHIC BRAND ARCHITECTURE MODEL
The BMG Mother-brand identity is consistently applied across a range of aligned Sub-brands. This means that each division nows adds further credibility and strength to entire company. It’s a more sustainable long term strategy with flexibility to expand and diversify without compromising the market’s perception of a single company with a unified internal culture and vision.
Design Rationale:
The logotype used for the BMG intials is an modern in appearance and streamlined by virtue of its clean lines and rounded corners. The 3 bold uppercase letters retain a sturdy feel, collectively forming a solid rectangular shape.
The circle is an ancient and universal symbol of unity and wholeness. It represents the combination of the formerly disparate product divisions into one cohesive entity. Furthermore, as a graphic shape it’s the common denominator most featured in all the past brands… engineering is after all cyclic: Bearings, Wheels, Belts and Engines all need to rotate in order to deliver on their function.
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