ABB Rebranding ABB Rebranding

ABB Rebranding


Client: ABB




Brand Identity
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.
ABB robot - black and white ABB robot - black and white


ABB organized a dedicated in-house system to gather all the companies working on this particular project, to enable flawless communication and successful collaboration between the sides, on a daily basis.

This turned out to be the best solution and the easiest way to delve into the topic.

Old brand vs new brand - an example of a machine diagram redo Old brand vs new brand - an example of a machine diagram redo

Joining the client and all partners, and going through the drafting/conceptualizing/correction processes together ensured a close business relationship with the people involved including ABB and its Global Management Team, Meta Design, Globe One, and ServicePlan.

A date for delivering all the basic brand principles was set for March 2017 with the assumption that all the other major touchpoints will follow.

ABB pictograms ABB pictograms

The dates defined our further tasks. Many business areas that haven’t been covered by the principles had high visibility and needed to be adapted. Apart from supporting the principle development, we became involved in adapting graphic materials to the new branding rules.

These projects became the lighthouses. We supported Hannover Fair, one of the biggest events where ABB has its strong presence.

For that occasion, we developed several animations, giving the foundations for ABB’s new animation style. We have been also developing 3D style from scratch and adapted it for many high-visibility projects like events, showrooms, and other various video and application touchpoints.

ABB diagram shown on a tablet ABB diagram shown on a tablet

Once the style for basic elements was established, Admind has continued developing new ways of visual thinking and communication, that go with brand key strategy – DIGITAL FIRST.

We have implemented the power of simplicity to any new visuals so that they became clear and subtle.

ABB rebranding visualisation ABB rebranding visualisation


Following the ‘Digital First’ rule, we developed a set of pixel-perfect pictograms and a new look for the system isometric illustration.

We also supported Landscapes development, which was designed to present every area of the ABB industry in a modern and interactive way. The backgrounds and colors have been lightened to emphasize one of the key ABB messages – unlimited space for innovation.

Our presence at the Client’s location and close collaboration continues as the process of brand development, rebranding, and migration is still progressing. Nevertheless, even now the memory of this ever-so-expanding project still makes us shudder of excitement and seems to us as a huge amount of work and a big success in the end.

A 3D map of a city A 3D map of a city

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