As part of our ongoing consultancy role with Valmont, we had undertaken a whole-of business strategic review and identified shifts in the business and target audiences. As a result, it became apparent that the brandmark and language required subtle enhancement to ensure it retained an appropriate position. This was less about ‘changing the logo’, and much more it about design-led thinking that presented a commercial argument for such a change
So we undertook a subtle but important change, adjusting the existing mark by manually crafting individual letterforms, enhancing the visual aspect of the ‘a’ and using this as a driver for wider brand visual language.
The refined Valmont brandmark is a necessary evolution to a well-known mark in order to create a more appropriate market positioning.
This work took the Valmont team through an immersive range of steps, from a full strategic review, team workshops and audience identification to refinement of the core identity, brand architecture and brand tone of voice,