Uniting two industry leaders under a single masterbrand identity gave this
mobile public safety company more momentum for their business.

Situation

The merger of Havis-Shields and LEDCO-CHARGEGUARD brought together two industry leaders and a robust portfolio of mission-critical products for public safety fleet and fire vehicles, including mobile computing solutions, vehicle power management systems, emergency lighting and security transport systems. It also resulted in a myriad of inconsistent product identities without a focused corporate brand to drive them.

After 75 years supporting the public safety community, the merger challenged the united organization to define a singular brand that would give momentun to their business and marketing efforts today.

Solution

Both Havis-Shields and LEDCO-CHARGEGUARD were strongly attached to their product portfolios in the minds of customers and distributors, but we recommended adopting the simplified Havis corporate masterbrand as the optimal long-term solution. The naming architecture we developed retained the equity of established legacy names (like Ledco) as product range brands.

The new brand promise — expressed in the Productivity in motion tagline — inspired the new corporate logo and visual identity. The interplay between the bold letterforms and the dynamic orange stripes in the Havis wordmark captures the energy and responsiveness found in the brand, and the dynamic stripes become a supergraphic and are used as a consistent and distinguishing design element on all Havis communications.