Stronger expression of the brand
Strengthening the corporate identity
Haldor Topsøe has been experiencing a substantial growth on new and emerging markets. This has led to the need for an overall strengthening and re-evaluation of the corporate identity and branding.
Haldor Topsøe wanted a stronger brand expression. Before entering an actual process of designing a new logotype and logotype font, a number of consideration has to be taken into account. Therefore, LOOP Associates always recommend to look into the strengths and weaknesses of the existing logotype.
Searching for the exact expression
As specialist in the typography field, LOOP Associates was asked to help creating a more distinct and strong logotype and logotype font.
After looking into strengths and weaknesses, strategic and functional considerations, we began the design process. Numerous design directions were explored and tested to find the exact and proper expression which now shapes the new logotype and logotype font.
A global feel and look
The new logotype has been well received – both internally at Haldor Topsøe, but also externally by clients and other important stakeholders. It has amongst other things been said to have a global but still Scandinavian feel and look, which initially was one of the goals and wishes from Haldor Topsøe.