Uniting a massive brand with one strong design language in 45 countries
Since 2012, we have been teaming up with Etex. To unite and identify this worldwide brand, we developed the Etex rebranding a while ago, with an update of the logo and versatile brand elements. We provided them with a comprehensive set of branding guidelines that enable the group to communicate as one strong brand on a daily basis.
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As usual, we started the rebranding exercise with a carefully constructed strategy. Etex needed a strong and contemporary corporate identity that connects with teammates worldwide. The rebranding began with in-depth research and workshops to align the brand’s purpose with its existing tagline, ‘Inspiring Ways of Living.’ This purpose became the cornerstone of the rebranding, driving consistency across all communications and inspiring not just Etex’s customers but also its 13,500 teammates, suppliers, and partners worldwide.
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The new brand identity aimed to unify the Etex team globally, provide a sense of belonging, and ensure that all communications, from corporate materials to event branding, reflected the company’s values: Passion for excellence, Connect and care, and Pioneer to lead.
The Etex orange has been broadened, symbolising the focus on lightweight construction. The black was adapted to optimise psychological nuances unknown to the eye, but perceived in the brain. At the heart of the brand identity is the hexagon, a shape directly derived from the logo and transformed into a recognisable and variable ident.
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“Overall, the new visual identity exudes a professional, human and transparent feeling that fits Etex’s values and ambitions.”
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