Brand IdentityXSENS

BACKGROUND

Xsens has its origins in 2000 with two students, and both graduated from the University of Twente.Inspired by the ability of small motion sensors for measuring athletes' performance, they specialized in sensor technologies. With this, Xsens was born as a company and soon Xsens launched its first measuring unit used for measuring human movements and industrial applications.

Now, 20 years later, Xsens is known worldwide for its motion recording products and and for motion recording with the best performance, excellent quality, and ease of use.

QIESTION TO SKYBOX

Create an appropriate branding for Xsens. Herewith, some preservation of the old branding wasdesirable, but above all, the new branding had to be in line with Xsens nowadays and further on.

APPROACH

Our approach characterized itself in this as a phased one. First of all, it was important tounderstand what preconditions applied to the old branding. In addition, we specifically made the Xsens proposition for 2020 own made.

Then, through a workshop with various stakeholders from the organization, we sharpened the positioning as well as translated it into distinctive and above all characteristic brand values.Herewith we determined a strategic brand framework with which the creative work could be started in a targeted manner.

IDENTITY

In three steps; sketch, focus and definition phase, a basic identity was developed, which found a connection 'supported' within the organization.

OLD LOGO VS NEW LOGO

NEW LOGOOLD LOGO

IDENTITEIT / BRAND ELEMENT

To support the identity, we developed a graphic design language with which we can give Xsens more singularity in the in the various means used;from marketing communication up to productcommunication. This symbol language is derived from the word mark in which we have visualised concrete movement.

These symbols, provided with a renewedcolour spectrum, have together translated intoa number of varied templates.

BRAND ELEMENT

COLOUR

In addition to the basic shape, as reflectedin the word mark and the device, we alsobased the colours on previously definedcore values and translated this into a veryown unique palette.

PRIMARY LIFGHT BLUE

SECONDARY CORAL SECONDARY NIGHT BLUE

SECONDARY CLOUD GREY SECONDARY SHELL GRAY

BLACK WHITE

TYPOGRAPHY

By applying a more multi-layered font use inside the Cairo en Montserrat font families we shifted the emphasis in copy formatting to a more dynamic, iconic, but above all professional, level. This benefits visibility and recognisability.

3D MotionTracking

MontseratBold Semibold Regular Light

PHOTOGRAPHY

Photography is an important part with whichwithin a palette, resources can be expressedof its own brand character. For Xsens we defined the regulations and translated them into concretephotography. Both at brand and product level.Herewith, an extensive database of very useful material was created.

Identity FrameworkXSENS

LOGO COLOUR

BRAND ELEMENTPHOTOGRAPHY PHOTOGRAPHY

TYPOGRAPHY

1. ABRI / POSTER

2. BROCHURE

3. PACKAGING

4. WEBSITE

5. BRAND IMPRESSION

MEANS

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3.

4.

5.

CONTACT

Does your brand need a boost or maybe we can get you on one help in some other way?

Send us an email or call us:

info@skybox.org+ 31 20 846 45 75

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