As the existing brand had proved very successful, any change would need to be subtle and retain the same company logo. A change of corporate colours was proposed, transforming the existing stark black and red into a dark blue and magenta based red. Whilst the change was subtle, it allowed for a much ‘warmer’, ‘friendlier’ and more contemporary identity. It also allowed the introduction of the blue and red throughout the range of marketing communications.
A series of graphic devices was devised to be used throughout the branded communications. This utilised the two new colours and consisted of flowing graphic lines and pictures positioned inside irregular curved flowing shapes, representing the swirling, gaseous phase of the Hardide coating process. Clean, white space was also used widely to create a more technical and scientific perception.