Redesign of the Corporate Identity
THE STORY Lorentz is a well-established German manufacturer of solar-powered water pumping solutions, recognized in the global market. Their solar pumps are designed for off-grid, rural, and often challenging environments requiring dependable and straightforward solutions. By leveraging solar energy, Lorentz provides clean, fresh water to communities and individuals around the globe for drinking, irrigation, and responsible leisure activities. With over 20 years of experience in pioneering the design and manufacturing of solar pumps, Lorentz leads the global market in this crucial sector, operating in more than 120 countries. SOLUTION Rak Design revamped the logo by removing the fine black lines from the sun emblem, which became hard to see when the logo was resized. They rounded the edges of the rays and made the spaces in the design white while slightly tilting the entire logo. This softening and angling gives the logo a more modern look. To promote a cohesive and accessible corporate identity across different regions, Rak Design created an internal corporate style guide for Lorentz. This guide clearly outlines the proper and improper use of color schemes, logo placement and usage, straplines, identity angles, and application logos. Designed to serve as an easy reference for corporate identity in the international market, the guide has helped Lorentz maintain consistency in its global branding.