ABB Rebranding
CLIENT
ABB
INDUSTRY
Robotics
CAPABILITIES
Brand Identity
Illustration
3D modelling
Our experience with the previous brand identity, expertise in the field of branding and a close collaboration with the client over the past few years gave us a good understanding of ABB’s needs and values. Thanks to our dedication and successful projects we have been invited to step in and contribute to the big changes on the ABB horizon.
Challenge
In 2015, ABB approached Admind requesting a small illustration project for an IoT visualization. What started as a single assignment quickly grew into a long-term collaboration. Our expertise in branding and brand governance positioned us as a key partner in ABB’s transformation journey, helping the company evolve into a modern, digital-first organization. The challenge was not only to refresh ABB’s visual identity but also to implement scalable solutions ensuring brand consistency across more than 100 countries.
Approach
From the beginning, our strategy was built on three key pillars: strategic brand management, creative execution, and scalable solutions. We developed a comprehensive brand governance system, created a distinctive visual language, and implemented tools that enabled ABB teams worldwide to apply the new branding effectively. By integrating branding with digital transformation, we ensured that ABB’s new identity was not only visually compelling but also flexible and future-proof.
Joining ABB and all key partners—including its Global Management Team, Meta Design, Globe One, and ServicePlan—throughout the drafting, conceptualizing, and correction processes helped strengthen collaboration and foster a close business relationship. This approach ensured alignment between all stakeholders and contributed to the successful transformation of ABB’s brand identity.
Solution
Over the years, we played a vital role in ABB’s brand transformation by delivering high-impact projects that defined its new identity. We co-developed ABB’s illustration system, creating a cohesive visual language that became an essential part of its global communications. Our expertise in event branding was showcased at Hannover Messe, where we provided end-to-end solutions, including spatial design, digital assets, and multimedia content. Additionally, we designed and managed ABB’s Brand Portal, a centralized platform that empowered internal teams to maintain brand consistency across all markets.
Impact
Through our strategic partnership, ABB successfully established a unified and modern brand identity that reinforced its position as a leader in electrification and automation. Our work not only ensured visual consistency across global markets but also enabled ABB teams to implement brand strategies more efficiently. This transformation is a testament to how branding can drive business impact, enhance recognition, and support long-term growth.
