Benmax has unveiled an updated visual style with a new logo and visual system. The project was developed by the Melbourne studio Your Creative and is grounded in the business’s origins and family traditions in the heating, ventilation, and air conditioning sector.
The previous Benmax logo felt overloaded. Dense letterforms, complex shape combinations, and unnecessary decorative details made it harder to read and diluted the message. The new mark removes this visual noise. The typography became calm and composed, suitable for a corporate context. The wordmark looks strict and businesslike, while the letterform of the A introduces a subtle visual nuance that brings life to the overall structure.
The brand symbol holds a distinct place within the system. The abstract icon is built without excess elements and reflects the business’s engineering foundation. Its simple form is associated with precision and accuracy, reflecting the company’s approach to working with technical systems.
The color foundation is built around the shade That Blue. The rich ultramarine tone, inspired by powder-coated steel, has become the brand’s primary distinguishing feature. The color is used with restraint, serving as a strong visual anchor that allows Benmax to stand out among competitors without visual overload.
The Bagoss typeface complements the typographic system. It appears frequently in contemporary projects and complements the system’s overall restraint, adding a sense of liveliness. In the web environment, the typeface performs well. The updated website looks clear and orderly, while photographs of employees and facilities foster a sense of openness and demonstrate the scale of the company’s work.
Additional graphic techniques are built around diamond shapes and angular cuts. They echo the logo and are used in icons and navigation.
The new Benmax image appears focused and business-oriented, highlighting the company’s strengths within a highly specialized professional field.