INVENSYS Design & Branding INVENSYS BRAND IDENTITY by Landor London

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Landor London
Designer Joshua Leigh
Released May 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: INVENSYS
Date of First Appearance: May 14 2009 12:00AM
Executive Creative Director EMEA: Peter Knapp (Landor Associates)
Design Director: John Stanley (Landor Associates)
Senior Designer: Cristiana Grether (Landor Associates)
Designer: Joshua Leigh (Landor Associates)
Senior Consultant: Brad Doble (Landor Associates)
Client Manager: Lorenz Gerber (Landor Associates)
Media placement: Brand Guidelines - Internal distribution and agencies - 14/05/2009
Media placement: Launch film - Senior management conferences - 14/10/2009
Media placement: Signs - London HQ - 14/05/2009
Media placement: HQ Reception - London HQ - 14/05/2009
Media placement: Website - World wide web (internet) - 14/05/2009
Media placement: Literature - Brand Guidance - 14/05/2009
Media placement: Stationery - Internal distribution - 14/05/2009

Describe the challenges and key objectives

While competitor brands focus on positioning themselves around the end product and the solid corporate nature of their organisations, Invensys wanted to focus on their open and flexible approach to working in partnership with their customers. The challenge was to create a visual identity that strongly conveyed this flexibility and portrayed Invensys as an agile technology player against peers that are clearly still industrial giants.

Describe the brief from the client
Having fought its way back from near bankruptcy into the FTSE 100, Invensys needed to address its highly fragmented structure and lack of a clear brand strategy or architecture to be able to compete more effectively against the likes of Siemens, ABB and Alstom. It needed to shift the perception of clients, competitors and the financial markets from seeing Invensys as an engineering company and help them see Invensys as the technology leader it had become.

Describe how you arrived at the final design
The Invensys brand effectively embraces not only the attitudes and approach they have both internally and in working with clients, it is also a reflection of their primary differentiator in their marketplace – that they provide an open technology platform that allows businesses greater control and flexibility whilst competitors lock clients into end-to-end proprietary systems.

Give some indication of how successful the outcome was in the market
Following the rebrand, Invensys resumed dividend payments to shareholders and rejoined the FTSE 100.