Identity Designed

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

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

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

Website

Wall signage — backlit single solid white letters

Exhibition design and brand animation — embedded below

Publication design

Company value handbook and poster design

Clothing and vehicles

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.

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