Case Study: Serck achieves a modernised, consistent brand identity with Urban Element

Serck modernises a 100-year-old brand with Urban Element

Serck, a dominant international heat exchange supplier with over 100 years of history, faced significant brand inconsistency across its divisions. With no formal guidelines, their logos, typography, and color palettes varied widely, weakening their unified brand presence. The vendor, Urban Element, was engaged to modernize the century-old brand while preserving its core equity and visual tone.

Urban Element executed a careful brand evolution, modernizing outdated fonts and effects while retaining key historical elements like the "Honeycomb" device. They presented several concepts, from which Serck selected a updated logo. Urban Element then delivered comprehensive brand guidelines and a suite of templates for marketing materials, ensuring consistent adoption. The client was thrilled with the new branding, leading to an ongoing partnership to develop additional brand assets.

Serck