Project Overview
Highland Plastics, a leading manufacturer of specialty plastics for automotive, transportation, and appliance industries, sought a comprehensive redesign of their corporate logo and the creation of three new brand logos. The project involved updating the corporate logo while maintaining brand recognition and incorporating a cohesive visual identity for three new product brands: Adensa, Kelvinite, and Komodo.
Challenges
- Maintain brand recognition while modernizing the Highland Plastics corporate logo.
- Ensure consistency across the new product brand logos while differentiating them for market clarity.
- Adapt the logo system for use across various mediums, including marketing materials, packaging, and business documents.
Objectives
- Design distinct yet visually cohesive logos for Adensa, Kelvinite, and Komodo.
- Ensure scalability and versatility across both color and grayscale applications.
Strategic Approach
1. Corporate Logo Revision:
- Retained the existing logo icon with modifications for optimal grayscale and one-color reproduction.
- Adjusted typography to enhance readability and brand impact.
- Refined the hierarchy between "Highland" and "Plastics," ensuring "Plastics" held more visual weight.
- Incorporated a dynamic gradient and modernized typography, as seen in the final logo design.
2. Product Brand Logo Development:
- Ensured each product logo included an icon and text to establish brand identity.
- Created distinctive icons to visually differentiate Adensa, Kelvinite, and Komodo while maintaining brand unity by including a gradient in each.
- Applied consistent typographic treatment for "Highland" while allowing variations in product name styles and colors.
- Evaluated logos in color, grayscale, and reversed formats to ensure adaptability across various applications.
Results
- A modernized corporate logo that reinforced Highland Plastics’ industry presence.
- A unified logo system that visually connected the corporate and product brands while allowing each product to stand independently.
- Adensa: The logo features a molecular structure, symbolizing its role as a noise, vibration, and harshness (NVH) barrier. Designed for automotive panels, Adensa helps reduce engine and road noise in passenger compartments.
- Kelvinite: This logo, represented by a protective shield, highlights Kelvinite's flame-retardant properties. It is ideal for applications exposed to heat, sparks, or fire hazards, such as electrical box liners.
- Komodo: The logo incorporates an emblematic Komodo dragon, emphasizing toughness and durability. This reflects Komodo's abrasion-resistant properties, making it a reliable surface for automotive applications.
- Improved brand clarity for Highland Plastics' customers across multiple industries.
- Seamless integration of the logo system into digital and print marketing materials.
Conclusion
The Highland Plastics logo system redesign successfully achieved the client’s goals of modernization, consistency, and adaptability. The refined corporate identity and distinctive product logos strengthen the brand’s position in the market, ensuring effective communication of its product offerings to manufacturers and potential future consumers. The final logos balance innovation and brand heritage, setting Highland Plastics apart in its industry.
Need a Brand Refresh?
If your business is looking to develop a strong, cohesive brand identity or refresh an existing one, we can help. Contact us today to discuss how we can realize your vision with a compelling and strategic design solution. You can learn more about our branding and strategy services here: Cull Group Branding and Brand Strategy
