HK branding agency reworks engineering specialist’s corporate identity system
9 Feb 2017
ATAL Engineering Group is one of Greater China’s most respected E&M engineering companies. The ATAL name is synonymous with engineering ingenuity. With a team of 2,500 engineers, the company has developed a reputation for its ability to successfully complete the most challenging projects.
ATAL’s senior team recently saw an opportunity to revitalise the company’s brand identity, which was essentially unchanged since the company launched in 1977. Management sought to align the heritage logo with the group’s growth and aspirations, and better express the passion for engineering that inspires the team.
The company appointed Hong Kong branding agency Stepworks to assist with the redesign and define the ATAL brand via a brand model. A central requirement of the design brief was to refresh and modernize the logotype and convey the company’s proven ability to innovate, and commitment to customer satisfaction.
The main change is the addition of a hexagonal graphic suggesting two firmly interlocking hands. This icon symbolises the strong bonds between team and client that ensure the success of engineering project partnerships. It seeks to remind ATAL team members of the company’s reputation for fulfilling customers’ engineering requirements in a highly responsive and flexible way.
The upper case letters, slanted typography and the familiar red were retained from the heritage logo to honour the group’s successful past.
The refreshed brand identity marks a new milestone for the ATAL Engineering Group and confirms its commitment to engineering with passion.