Identity Designed is a showcase of brand identity projects from around the world.

LM Wind Power

Contributed by of Michael Nilsson of Copenhagen-based Make.

LM Wind Power is the world’s leading component supplier to the wind turbine industry. It comprises three operations: blade manufacturing, brake manufacturing and service and logistics. The company needed to unite these divisions and provide a clear and compelling profile to take advantage of the expanding market for wind energy.

Old LM brand identity

LM Wind Power brand identity

LM Wind Power brand identity

LM Wind Power brand identity

LM Wind Power brand identity

LM Wind Power brand identity

Challenge

Make® was asked to take on the lead agency role for the rebranding — providing the core concept and liaising with other agencies to ensure a smooth implementation around the world.

Strategy

We worked closely with the company to develop a new brand hierarchy in which the different divisions would each have their own voice yet contribute to the overall corporate brand. The company name was changed from LM Glasfiber (which related too strongly to its wind turbine division) to LM Wind Power. Then the divisions were given sub-brands, working with color to differentiate them. This hierarchy was captured in a new visual identity that referred back to the company’s heritage to ensure continuing market recognition.

New LM Wind Power brand identity

LM Wind Power brand identity
Master brand, white out version

LM Wind Power brand identity
Graphic elements: logotype with division lines, typography, graphic device “the brand square,” colours, and illustration style

LM Wind Power brand identity
Presentation folder, certificate, business cards, product pamphlet

LM Wind Power brand identity
Website

LM Wind Power brand identity
Wall signage — backlit single solid white letters

LM Wind Power brand identity
Exhibition design and brand animation — embedded below

LM Wind Power brand identity
Publication design

LM Wind Power brand identity
Company value handbook and poster design

LM Wind Power brand identity
Clothing and vehicles

LM Wind Power brand identity
Clothing, pins, and flags

Result

The new identity demonstrates that LM Wind Power is a company with a strong corporate profile that can meet the global needs of its current and future customers. Captured in a brand manual that details everything from logo-use to clothing, signage and vehicles for the different divisions, the brand has been implemented internationally (Europe, USA, India and China). The identity has already been applied to the corporate and division websites, stationery, presentation materials, advertisements, brochures, and internal communication.

Credits
Client: LM Wind Power
Agency: Make
Strategic director: Morten Brudholm
Creative directors: Kristoffer Gudbrand, Thomas Høirup
Designer: Michael Nilsson
Project manager: Pia Hausmann Sebell

View more work from Make here on the consultancy website.

6 much appreciated comments about “LM Wind Power”

  1. I like the logo, love the print work.

  2. Extremely comprehensive and complete, faultless work indeed. =]

  3. I love this, it was very well thought out and executed well. Awesome job Make.

  4. Love the energy in the new design. Perfection!

  5. Thank you all very much for your comments. Must say (as the project manager on the assignment) that we are also extremely excited about the result :-)

  6. Wow, this completely renews the company name with innovation and sleek design.

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