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and areas in the future
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languages
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trademark in all countries in which you
want to operate
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By example, these case studies
exemplify the power of effective
branding.
TUROLLA MOVES UP A GEAR
As a member of the global Danfoss
Group, Turolla engineer, manufacture
and supply Gear Products and Fan Drive
Systems.
For many years Turolla had exclusively
used blue in its communications,
reinforcing perceptions of it being too
cold and corporate. In our redesign
we expressed the brand through the
energy of orange, allowing the brand
to communicate to its audiences their
innovative products and solutions.
At launch, the vivid contrast between
the old and the new was exciting and
dramatic, serving as an instant and
powerful signal of change—from old to
young, and from corporate to personal.
With a new, vibrant expression,
Turolla made a visible commitment to
connecting with its customers.
GKN DRIVELINE REBRAND
As part of the GKN group of companies,
GKN Driveline is the world’s leading
supplier of automotive driveline
systems and solutions. A global business
serving the world’s leading vehicle
manufacturers, GKN Driveline develops,
builds and supplies an extensive range of
automotive driveline systems.
Clarity helped GKN Driveline to
consolidate fourteen separate brands
and organisations under one united
brand. GKN Driveline.
This consistent identity was extended
across 30 countries and 24,000
employees. As a brand development
programme guidelines, signage,
literature, website and exhibitions were
are developed.
SHHARK NAMING
A product brand that needed to shout.
In this noisy complex world, every new
product needs to stand out.
As a naming specialist, Clarity was central
to creating the name and branding for
Turolla’s revolutionary ‘quiet technology’
gear pumps to launch at Agritechnica in
Germany.
GET CLARITY
We deliver global brand, rebranding
and naming projects specifically
within the engineering sector.
So when you need help to define
and communicate your brand locally
or globally, we’re here to talk your
language.
+(0) 7940 916759
[email protected]
www.engineeringclarity.com
Issue 20 PECM
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