To overhaul a brand, first you must understand the culture and values of the company that it belongs to. With EGS, we began the project by spending a significant amount of time at their head office and factory in Colchester. We conducted a series of workshops and interviews with people from right across their business: from the senior leadership dealing with customers, to the engineers who painstakingly refurbish and restore highly technical equipment like engine governors. This gave us absolutely invaluable insight into the history of the company, its people and ultimately its values.
From here, we were able to define the brand values. These were translated into a clean, professional and flexible identity that could be rolled out across the business. The logo mark itself was originally inspired by engines and turbines; integral machinery that, without the expertise of EGS, wouldn’t be able to run smoothly. It was underpinned by the idea that EGS (much like a governor) is an incredibly important cog in a much larger system.