Kalmar Construction Rebrand

Client: Can you refresh our brand so it’s easier to manage?
Angle: A rebrand with consistency
About Kalmar Construction

Award winning, NZ owned construction company Kalmar have just launched their rebrand by Angle Limited. Established in 2001, Kalmar work across the commercial, industrial, civic, residential and design build sectors, offering a complete start to finish service. Their expert project teams include consultants, engineers, builders, carpenters and interior designers. It is the integrated approach that differentiates Kalmar from competitors.

Angle’s brief from Kalmar

When we met with Kalmar’s Directors they explained that managing their brand had become difficult, resulting in variation creeping in. They asked Angle to help by rebranding the business with the aim of building a strong, recognisable and visually consistent identity.

How we approached the rebrand

Step 1: We conducted an objective visual audit of Kalmar’s current branding. We reviewed how the brand identity was applied to signage, site hoardings, company vehicles and stationery. Completing some construction site visits and doing some desk research allowed us to put Kalmar into context and establish a starting point. We concluded the visual audit process by looking at Kalmar’s direct and indirect competitors and by making key observations and recommendations.

Step 2: We evolved the logo design and explored multiple directions. We also demonstrated how to consistently apply the new draft brand identity to vehicles, site hoardings and stationery. We presented these initial concepts to Kalmar’s Directors at their Board Meeting.

Step 3: The preferred direction was approved by Kalmar. We revised the initial presentation and re-presented it, incorporating their feedback.

Step 4: We coordinated print tests of the approved new Kalmar primary colour and produced two full size (1.2m x 2.4m) hoarding panels for client approval.

Step 5: We designed new stationery including business cards, letterheads and email signatures and coordinated print quotes for business cards and letterheads. 27,500 business cards were printed (110 kinds) and we checked quality and colour matching on press. We created a new Word letter template with custom text styles and provided print-ready artwork for hard copy letterheads.

Step 6: We created a detailed production brief for vehicle branding and provided a quote for production.

Step 7: We designed and wrote new Kalmar brand guidelines and supplied the new logo to Kalmar in multiple file formats for digital and print use.

An evolution

The new Kalmar identity honours the old with some recognisable features. The refreshed and revitalised logo is a wordmark in a brighter blue. The K icon is separated from the wordmark for flexible use. The 8 week rebranding process was completed on time for Kalmar’s move into a new head office on Auckland’s North Shore.

Need help with your brand?

If you want to build a strong, competitive brand, contact Angle Limited. We are a full service branding agency with a solid track record of branding projects. We deliver the full package of skills that you need to get your brand fighting fit. Find out about our branding services and how we use branding as a powerful business tool or contact us, we’re experts with a down to earth approach.

Date June 2019
Client Kalmar
Country Auckland, New Zealand