BAZ Engineers & Consultants
Brand identity for an engineering and consulting firm in the oil, gas and industrial sectors, from stationery to website and presentations.
- Role
- Brand designer, responsible for the identity and its applications
- Tools
- Illustrator, Photoshop
- Impact
- One identity across collateral, signage, web and presentations
01 · Problem
A new firm that needed to look established from day one.
BAZ Engineers & Consultants brought together several existing companies and their experience in 2016, incorporated in the USA with an office in Austin, Texas. It provides engineering services and refurbished equipment for hydrocarbon, petrochemical, industrial and environmental projects, working in the US, the Middle East and Latin America. It needed a brand that united that experience and felt credible to a technical, international audience.
02 · Research & insight
Credibility for a technical, international audience.
BAZ's clients are engineering and procurement teams in demanding industries. The brand had to be precise and understated, and work across regions and languages.
- Insight 01 The audience is technical and values precision over decoration.
- Insight 02 The brand had to unite the experience of several companies.
- Insight 03 It needed to work across the US, the Middle East and Latin America.
03 · Solution
A precise, engineering-led mark carried across print, signage, web and presentations.
A mark drawn like an engineering line
A thin arc with connection points sits above a geometric wordmark, suggesting pipelines, structure and connection, while staying minimal.
Collateral
Business cards and stationery in charcoal and white keep the identity calm and professional.
Signage
The mark works in three dimensions too, as raised lettering on concrete.
Website and presentations
I designed the website, presenting who they are, their specialties, markets and people, and carried the same look into their presentations.
04 · Impact
One identity applied consistently from collateral and signage to the website and presentations.
05 · Reflection
What I’d take forward
Designing for a technical, international audience taught me the value of restraint. Every element had to earn its place, and a quiet, precise identity ended up saying more about the firm’s expertise than anything louder could.