The TVH Group is a global leader in the sale and rental of forklifts and aerial work platforms, and the distribution of machine parts. The group operates in every corner of the world with 7,000 employees and has a turnover of 1.8 billion euros.
Following an internal reorganisation, it became clear that the group needed a distinct and uniform brand identity for the parts division that, from that point on, would be communicated and conveyed as TVH.
SKINN took up the challenge to achieve a brand optimisation aimed at making TVH globally a single, strong brand.
The new TVH global brand strategy formed the basis for a uniform, comprehensive branding.
Our holistic approach – which entails analysing, optimising, and describing every aspect of the brand identity – was essential for TVH. The end result is a powerful, streamlined brand identity and a comprehensive brand guide for all global communication.
The brand guidelines describe every aspect of the brand identity, from graphic style to tone of voice and from motion identity to visual style.
Everything is based on
one clear brand concept:
Keeps you going and growing.
TVH keeps the world going – literally. Need a spare part? We’ll keep you going. Need extra machines? We’ll keep you growing. The group of companies, thousands of employees, and millions of machines worldwide are continuously in motion.
Dynamics, teamwork, innovation, and growth are deeply ingrained in the very DNA of TVH by nature. These traits were easy to integrate into the overall brand identity.
Our brand identity consists of several complementary identities, which determine how our brand looks, feels, speaks and moves.
The ‘Keeps you going’ concept was translated graphically into clear forward movement, using a strong italic font combined with solid slanted shapes.
A number of clear choices were made in optimising the graphic style. These include using only one colour in the logo from now on. The new font also harmonises better with the existing logo and can be used in various languages, such as Arabic and Russian. The primary colour pallet has been simplified and graphic shapes assigned a more dominant role. A new grid system has also been created.
The TVH motion style is inspired by fast-moving machines and parts.
All elements in the graphic style have been put into motion with strong, streamlined animations and transitions that generate a sense of acceleration. We have opted for solid, functional movements and apply these to various brand experiences and motion templates.
TVH speaks clearly and distinctly. The baseline ‘Let’s keep going.’ immediately sets the tone for the basic principle: confident and powerful language through staccato sentences with emphatic punctuation. Fast, lively, short, and concise. The tone of voice has a sense of urgency, as time is of the essence for TVH. Standing still is not an option.
The TVH visual style is an expression of its personality. Professional and innovative, yet passionate and authentic. To ensure that the visuals are uniform across the board, we prepared clear guidelines for the brand’s image identity.
A large percentage of the brand’s points of contact are digital. To guarantee a recognisable online style and experience, we based it on a UI identity that can be used to streamline the interface design across a variety of digital tools, such as the new e-commerce platform.
Physical touchpoints offer an important opportunity to establish a connection between a brand and the various stakeholders. Our holistic principles are also incorporated into the spatial identity.
For the TVH shops around the globe, we proposed a counter desk in the slanted main form as a recurring hero brand element. This can be supplemented with the logo, products, or motion on screens in line with the objective and location. The main red colour steals the show and is accompanied by materials that make playful reference to the machines and their industrial context, such as concrete and rubber.
The interior of the brand-new offices in Waregem were designed by FIVE AM, our long-term spatial identity partner.
These optimisations have given TVH a renewed brand identity that propels them forward as a single, strong brand worldwide.