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
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.
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
Master brand, white out version
Graphic elements: logotype with division lines, typography, graphic device “the brand square,” colours, and illustration style
Presentation folder, certificate, business cards, product pamphlet
Wall signage — backlit single solid white letters
Exhibition design and brand animation — embedded below
Company value handbook and poster design
Clothing and vehicles
Clothing, pins, and flags
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.
View more work from Make here on the consultancy website.