BUTEC, a leading contractor in construction, engineering, logistics, and other services, has made a significant leap into the energy sector. After acquiring Engie, a global energy group in the African region, the market was to welcome a new brand under the name of “Butec Energies & Services”.
Our team was approached to conceptualize and design the new brand identity, celebrating and officially marking this corporate milestone. The creative direction had to maintain the image of the parent company while showcasing the uniqueness of the emerging brand.
We challenged BUTEC’s rectangular trademark that has long defined the company’s image, representing its firm establishment in the market for almost 60 years. However, it was time that this graphic element evolved with the recent expansion into the energy sector.
We retained the rectangular mark only at diagonally opposite corners of the logotype as a breakthrough against the established borders. This didn't only create more space but also symbolized the company's open opportunities for growth.
The incorporation of the blue color in the new brandmark served as a sign-off for the new company and enhanced BUTEC's original identity by introducing a color scheme that resonates with the energy sector, adding more depth and vibrancy.
Finally, we adapted the approved brand identity into various online and offline applications. With ongoing consultation and quality control, we ensured a successful and consistent implementation for Butec Energies & Services across the African Region.
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