Client: L Bernard was established in 1949, and specializes in electric actuation technology and valve automation. It is the leading manufacturer of electric actuation technology used in nuclear power stations or oil and gas plants.
Case: The 50-year-old brand decided to rejuvenate its brand strategy and identity, and Labbrand was appointed to re-design the Chinese version of its new brand logo.
Solution: The new brand platform focuses on an important technical element firmly associated with the company: industrial control and the control of fluids, flows and energies. As a result, the brand name was adjusted from “L. Bernard” into “BERNARD CONTROLS”. The redesigned English logo and graphic charter was developed by a French agency called Comnext.
Labbrand then designed the Chinese logo. While several creative routes were explored beforehand, the final chosen logo matches well the English version. It uses a uniquely developed Chinese font which replicates features of the English font, such as strokes with rounded corners. Through its visual consistency with the English logo, both versions work together to convey the brand messages of innovation, high quality and reliability.