The challenge

Edwards are a leading brand in the global vacuum industry and had recently been brought under the Atlas Copco umbrella. This gave Edwards the perfect opportunity to breathe new life into their brand and modernise it from the top down. Our brief was clear…to reinvigorate Edwards and reaffirm their status as global leaders.

The solution

Working to capture the interest of old and new customers alike, we got under the surface of how Edwards' branding had developed them into an internationally recognised company. One of the key challenges was to create a strong visual style that was clearly identifiable across all customer touchpoints, whilst reaffirming Edwards as the 'red' brand, in a category where competitors were increasingly using the colour. The original logo did not need to be transformed completely, but rather, needed to be refreshed and modernised. The end result was a strong, unique visual system, including a set of new brand icons which represented both what they stand for as a company and their advanced technology.