Timberland Group rebranding program


Timberland Group

Objective: Create a logo and related applications to support a new initiative to raise the profile of the Timberland Group as an integrated source of specialized engineering and manufacturing services

Strategy: Present a series of logo options for discussion by the Timberland management team, exploring concepts to depict engineering discipline, diversity, business strength and global presence. Execute the chosen concept and taglines with variations as needed for typical formats, and resolve the final design for primary applications including stationery and presentation templates. Produce a simple branding guide to inform Timberland staff and suppliers of graphic specifications and correct usage of the identity elements for application to future projects.

Solution: Timberland Group logo and corporate identity package

Results/Commentary: The new logo and additional branding elements have quickly established a strong and distinctive look for Timberland’s corporate hub. The new branding has now been carried forward to embrace all the Timberland divisions in a new shared website as well as new marketing materials for executives and division staff to use in personal presentations at the corporate level.

MEA AwardThe package of artwork supplied with the logo also included versions for the individual companies to use as “Members of” the Timberland Group, along with templates for small-space ads that the divisions could use to easily prepare their entries for trade directories and show guides. Operating divisions have adopted the new look to position themselves more strongly within the group in new sales material.