never compromise on safety
HAKI is one of the world’s leading supplier of Safe Access Solutions. The company, from the village of Sibbhult, exists to make life safer for people working in challenging environments, and has been an established actor in the scaffolding market for over 60 years. Today, HAKI has reached a global presence with business up and running in 15 countries.
Safe access solutions for any situation
Through continuous innovation and optimisation, HAKI creates the necessary conditions for safe work environments on a global stage. To effectively communicate that core proposition but also further strengthen its market position, HAKI asked us to evaluate its brand, visual language, andacquisition strategy.
Building a solid foundation
Our first order of action was to build a solid foundation for the HAKI brand to stand on. We created a brand strategy that outlined who HAKI are, what they do, what makes them stand out, what they believe in, and what they aspire to become in the future.
The brand strategy gave us the structure we needed as we shifted our focus to brand tonality and visual identity.
Brand guidelines
We wanted to give HAKI a brand identity that felt true to the innovative, modern company that it is today, while still honouring its heritage. To accomplish that, we chose to refine and add to the parts that were already there. Our delivery included a brand personality and tone of voice, a message house, core brand assets, and examples of how all the parts can be assembled to create communication that is distinctly HAKI.
New logo and symbol
We simplified the HAKI logo in both its colour and angles but kept a part of the typography that added character. The shape language of the new logo is inspired by the innovative hook mechanism that is the foundation of the HAKI scaffolding system.
The main graphic element is a cropped HAKI logo. It can be used a brand representative symbol or to create an anchor for text.