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Ars Thanea

B&R – Aligning with ABB

Admind Branding & Communications

Challenge Our main duty was to reimagine and refresh the logo and update the visual identity. This, in turn, required the preparation of new principles for using the brand in different layouts. In addition, the new brand identity had to fit in with the ABB group while keeping the spirit and feel of B&R. Solution Our team approached the logo transformation in an iterative way. We started with a gentle facelift and, based on our working sessions with the B&R team, expanded the design into completely new territory. The result is fresh and modern, a perfect match for the parent company’s aesthetic. The orange bar is a reminder of B&R’s heritage and at the same time allows it to better fit into the structure of ABB’s layouts. Before delivering the new design, our team developed a comprehensive brandbook with over 160 pages that includes principles and guidelines on how to use the refreshed logo (specific margins, grids, and details). We also designed more than 50 ready-to-use templates for various branding and marketing formats, both online and print, as well as over 200 slides for company presentations. For the visual system, we added an orange bar to B&R’s brand toolkit so that even without the logo, everyone would know that it was the brand’s resource. We also built a brand portal where all brand assets are organised. Since we set it up, more than 2,000 B&R and ABB employees have visited it. More information about the project: https://admindagency.com/projects/br-rebranding-an-iconic-brand-to-align-with-the-abb-group/

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