WireCo shows new branding

WireCo, a world leading manufacturer of wire rope, synthetic rope and netting and electromechanical cable, unveiled new product brand logos at Bauma. This achieves a primary goal of creating synergistic relationships with the parent brand WireCo, which was updated earlier in the year. WireCo’s products span a wide range of industries, including industrial, mining, energy, fishing, and maritime, aiming to create premium ropes that inspire innovation without limits.

WireCo has 270 years of collective experience in its portfolio of premium brands. Lankhorst, one of the company’s brands, has been in-market for more than 200 years, creating the need for careful consideration in creating the new look and feel. This new direction for the company encompasses all core product brands including Casar, Camesa, Euronete, Lankhorst, Oliveira and Union.

“Our brands represent both the deep legacy of our company as well as the forward-thinking innovation we pride ourselves on,” says Keith White, chief executive officer. “It was extremely important for us to maintain our heritage but also build a stronger connection among all our brands to the WireCo parent brand.”

Key elements of the rebrand include: new brand logos, new brand colours and a new brand font. The shape of the brand logos are based on each industry focus or legacy brand cues –  the Camesa, Casar and Union brands, for example, maintain their unique roots, incorporating prior visual identifiers. The new colours used in each brand represent either the legacy palette, giving a nod to the heritage for each, or a direct tie to the WireCo parent brand palette. Each new brand logo incorporates the parent brand font for consistency and relationship to WireCo.