Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Name, Logo, and Identity for Assemblin by Essen International
 

before

after

Noted May. 4, 2016 by Armin

Industry / Corporate Tags /

About

(Est. 1970, previously Imtech) “Assemblin is a complete installation and service partner with operations in Sweden, Norway and Finland. With the strength of a multidisciplinary group and the personal presence of a local company, we design, install and maintain technical systems for heating and sanitation, electricity and ventilation in offices, arenas, shopping centres, houses and industrial premises. Our turnover is more than SEK 7 billion and with more than 5,000 employees in over 100 locations in the Nordic region, we are where you are. For you.”

Design by

Essen International (Stockholm)

Related links

Essen International project page
Assemblin press release

Relevant quote
We jointly saw the opportunity to create a brand highlighting both the key projects and the people who have created them. Both elevated to an equal level, making Assemblin a brand truly focused on its employees and the projects they attract. A brand representing the intersection of handy work and engineering, or simply put, Hands-on engineering.

Essen International project page

Images (opinion after)
New Name, Logo, and Identity for Assemblin by Essen International
Logo.
New Name, Logo, and Identity for Assemblin by Essen International
Wordmark.
New Name, Logo, and Identity for Assemblin by Essen International
Numerals.
New Name, Logo, and Identity for Assemblin by Essen International
Icons.
New Name, Logo, and Identity for Assemblin by Essen International
New Name, Logo, and Identity for Assemblin by Essen International
Stationery.
New Name, Logo, and Identity for Assemblin by Essen International
Website.
Project presentation.
Opinion

The old name and logo were like a parody of a start-up but I'll have to grant that the logo communicated something around the notion of assembly line or bolting things down in a straight line. The new name, to these American ears, sounds funny, as in "Honey, I'm leavin' for the day, goin' to do some assemblin' at work" but, obviously, that's just me, as the Nordic people speak and write properly and don't shorten their words with apostrophes, so Assemblin sounds like a company that puts shit together real good. The monogram conveys the essence of parts coming together through an "A" constructed from loose lines. It's fairly unexpected but looks good, especially in application, where it has a great presence. The wordmark is par for the course, nothing exceptional and a proper complement. The green and yellow color palette feels both corporate and sunshine-y. The highlight of the project might be the numerals that match the "A" monogram; those would make for great soccer uniform numbers.

Your opinion…

On Monogram


Total

On Wordmark


Total

On Application


Total

Comments


Share ›

Spotted Around the web


Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Orange you Glad?