Global Identity for GEN
GEN (Global Engineering Network)
The Global Engineering Network (GEN) brings together over 2,000 engineers from the ACS Group to work on significant infrastructure, energy, and technology projects around the globe. Aiming to establish itself as a fully engineering-focused organization, GEN sought a unique and coherent identity to enhance collaboration, visibility, and growth. Reino Studio was commissioned by Future Forward to create the brand identity as part of a comprehensive strategic initiative. The objective was to develop a professional and adaptable design system that could unify various engineering firms under a single global brand while honoring their distinct heritages. Through collaborative workshops and engagement with GEN’s stakeholders, the design approach achieved a harmonious blend of structure and flexibility, as well as precision and humanity. The custom typography, drawing inspiration from engineering and architecture, features circular outlines for versatility combined with linear elements for discipline. The use of neutral colors, textures reminiscent of concrete and steel, along with Suisse Int’l typography, emphasizes clarity, resilience, and trust. Reino produced an extensive brand manual detailing logo usage, typography, color schemes, photography, and co-branding guidelines. The end result is a unified identity that embodies GEN’s mission: to connect engineers globally through structure, purpose, and innovation.