Logo, Branding, & Collateral
Brand & Identity
The merger of a US-based spring wire manufacturer and a legendary Austrian company with a storied history in a wire manufacturing creates a new brand rich with symbolism
ASW (American Spring Wire) and Joh. Pengg AG joined forces and with that came the opportunity to develop a new brand that would combine two very well-established giants in the niche market of spring wire manufacturing.
Three "wires" represent the newly formed company and pay tribute to their individual histories — ASW, Joh. Pengg AG, and the newly formed organization, ASWPengg.
A cool palette of blues and grays was used as a nod to the cold finished steel wires in the manufacturing facilities, waiting for their end use in multiple industries around the globe. The new brand was carried out throughout the plant and in printed and digital materials.