Hércules, a well-known manufacturer of labor protective devices, was founded in 1985. Renowned for its dedication to quality, innovation, and safety, the company has unveiled a major rebranding initiative with an updated visual identity and a new logo.
The previous logo’s striking, albeit disorganized, appearance made it stand out. Although it had a certain charm, it fell short of communicating the professionalism and security the brand represents. The small “H” inside an oddly shaped holding design did not align well with the company’s emphasis on workplace safety and protection.
The new logo communicates strength and dependability through a robust wordmark. The design feels contemporary and industrial, using distinct straight edges where curves normally appear. The letters “C” and “U,” with their unexpected straight edges, effectively showcase this technique. However, the “S” appears slightly unbalanced, as if the vectors were arranged incorrectly during its design. The tapering vertical strokes of the “H” are another notable aspect; they appear strong in the monogram but slightly heavy in the full wordmark.
The wordmark’s bold design conveys the brand’s dedication to producing high-quality protective gear. Sharp angles and straight lines give the logo a contemporary, robust look appropriate for a company that manufactures durable safety equipment. These design choices highlight the brand’s commitment to safety, ensuring their products are seen as reliable and effective.
While the new logo is a significant improvement, a more tailored approach could have benefitted certain aspects of the identity. Creating a custom typeface based on the logo would have strengthened the brand’s industrial and protective image. Instead, the logo uses Eina, a sans serif typeface that, although attractive, tends to convey a more corporate or medical feel rather than the industrial power associated with Hércules. The primary colors, blue and green, contribute to this corporate vibe; perhaps colors that better convey the ruggedness of the brand’s products should have been chosen.
The revised brand identity also includes some unique graphics. These images use ellipses and straight lines to create intriguing positive and negative spaces. Occasionally, these components seem disconnected from the larger scheme, which may add unnecessary complexity. Despite this, the new look is unquestionably more polished and professional, better suited to the company’s goals and market position.
The rebranding initiative is an important step in the company’s journey. It aims to present a more unified and contemporary image to its clients. The new visual identity supports the company’s continued dedication to innovation, quality, and safety, ensuring its products are essential and reliable in various working contexts.
The company’s communication materials have also undergone a makeover to ensure uniformity across all touchpoints. The new identity aims to provide a consistent brand experience across marketing materials and product packaging. This consistency reinforces the brand’s message and values, making it easier for consumers to recognize and trust Hércules products.
In conclusion, the new logo and visual identity significantly upgrade the old one. The new wordmark’s sturdy and contemporary elements convey the brand’s core dependability, strength, and safety principles. Although some identity elements could have been better suited to the industrial setting, the overall rebranding initiative effectively projects a more polished and unified image, setting the company up for future development and market expansion.
