Hercules has an established two decades of market leadership in extreme workplace safety equipment across Brazil — a reputation as strong as it’s name that was built by more than just developing safety equipment — Hercules focuses understanding and educating the entire value chain within it’s reach.

In 2013 Hercules was acquired by Ansell; a global leader in protection solutions
with 1.4BI USD in global revenue.

Faced with it’s biggest challenge so far, Hercules’ rebrand comes at crucial moment for the brand’s internationalization. Ansell Hercules’ latam team reached out to us to begin a rebranding process after the completion of Ansell’s acquisition and the decision to keep it as an endorsed brand for the south american market.

Along with Ansell Hercules’ latam team we understood it was the smarter and more cost-efficient move to keep certain characteristics of the previous brand to minimize the rebrand impacts on awareness and recognition.

The new logotype respects the previous one despite it’s flaws and looks within it for key characteristics to expand on. Due to the internationalization need we advised the accent on “Hércules” to be removed — and as it did before, the same “H” present on the word mark continues to be isolated in a protective rectangle — but now it’s moved to the right of the word mark to avoid a double H reading.

Hercules’ verbal language also evolves to speak about it’s challenges and roles front and center around the idea of “Courage to go further” — one that embraces how serious the challenge of protecting bodies of men and women on a daily basis.