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A Flexible Identity for a Flexible Business by Valerio Labaro

A Flexible Identity for a Flexible Business by Valerio Labaro

Brand identity designed for B-Matic: a company operating in B2B in the field of industrial automation.

B-Matic is flexible because it adapts to the needs of its partners by designing and manufacturing machinery in the food, cosmetic and pharmaceutical sectors.

B-Matic believes in innovation, technology and being smart.

The name is a play on words that opens the way to different uses such as the slogan “Be Smart, Be More, B-Matic” and its meaning lies in evoking the essence of the brand.

For this identity was chosen a type of logo called “dynamic” because, in fact, it adapts to various contexts by changing its appearance. The blue line that unites the two words lengthens conveying the concept of Flexibility.

We can then find the logo in its minimum width or with the blue line very elongated as in the website while maintaining its recognizability and always conveying the concept of flexibility.

The concept of flexibility is also adopted for the rest of the identity system. Thanks to the use of a grid we can create countless graphic compositions always keeping the brand recognizable.

The payoff “Flexible Solution” clarifies why the logo is constantly adapting to the width of the layout. A strategic and then visual choice, as it should always be.

The selected typography characterizes this identity giving an industrial, modern and technological style.

The grey colour palette is inspired by stainless steel, the main material of B-Matic machines. An electric blue turns on the visual differentiating the brand from the competitors and embodying its personality of technological innovation and cutting edge.

The characteristic line of the logo is exploited in the call to action and in the interaction of the website pages or social posts, giving visual coherence to the brand.

The business card is no longer an end in itself but, through the experience of the user who has to shoot it to complete the logo, conveys the message of flexibility activating the association of this value to the brand and the consequent memorability.

CREDIT

  • Agency/Creative: Valerio Labaro
  • Article Title: A Flexible Identity for a Flexible Business by Valerio Labaro
  • Organisation/Entity: Freelance, Published Commercial Design
  • Project Type: Identity
  • Agency/Creative Country: Italy
  • Market Region: Global
  • Project Deliverables: Brand Identity, Brand Naming, Brand Strategy, Branding, Identity System, Research
  • Industry: Technology
  • Keywords: Industrial automation, dynamic logo, flexible identity, brand identity, branding

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