scope: branding, brand implementation & brand guidelines
client: Metso
sector: industrial & engineering
Brand system – Develop the Metso Symbol Curves, derived from the logo, into a flexible graphic device for use across all media.
Applications – Apply the visual language across stationery, presentations, advertising, exhibitions, vehicles and signage.
Brand guidelines – Produce comprehensive brand guidelines to support consistent implementation across the organisation.
Brand system – Derived from the logo, the Metso Symbol Curves form the foundation of a flexible visual language that works across all applications. The primary green and orange from the logo form the core palette, supported by an extended range of secondary colours.
The usable section of the graphic mark is first defined, creating a core shape that can be adapted in multiple ways while remaining recognisable. Variations are then developed, including solid colour, keylines, transparent overlays and image integration.
Applications – The Symbol Curves work across a wide range of materials, including stationery, presentations, advertising, exhibitions, vehicles, signage and event graphics.
The flexibility of the shape allows it to adapt to different formats, functions and scales while maintaining a strong visual connection to the wider brand. A consistent visual language is established across every touchpoint, from small-format literature through to large-scale environmental graphics.
Brand guidelines – A comprehensive 146-page brand guidelines document defines the application of the identity across the organisation.
The document covers logo construction, colour palettes, typography, graphic elements, layout principles and the use of the Symbol Curves across multiple applications. Detailed guidance is provided for brand implementation across print, digital and environmental communications, supporting quality and future implementation.
