A refreshed visual identity for the world's largest globally diversified natural resource companies
Glencore’s visual identity has evolved over the years and continues to develop, with a refreshed identity system that strengthens and unifies communications across the business, while allowing for flexibility across the different territories and business segments.
Working with key stakeholders, we embarked on a journey with Glencore’s global brand team to identify the key issues, focus on the brand elements that need revisiting, create a unified design system, and give better guidance to help the business express itself in a clearer and more consistent way.
This was done through a deep dive into the visual world of the Glencore brand, with views and input from the Corporate Affairs core team, key stakeholders, and a visual audit of existing materials.
We worked through different scenarios, offering options that pushed the visual identity through the development of their key brand assets, but within the client’s remit of evolution, not revolution. We concluded with a series of key recommendations for the visual identity.
Working with our recommendations for the brand elements, we created a robust and flexible design system that works across the business and creates visual consistency for Glencore.
Our recommendations were then validated across a spectrum of different applications and touchpoints from business sectors across the globe. We then created a extensive set of online guidelines – the Glencore brand portal – and a new brand awareness film to guide communications across the Glencore global network.
Client: Glencore plc
Services: Global audit, visual identity refresh, brand asset creation, online guidelines, brand film.
“ Dan approached this project with a level of precision that was both reassuring and impressive. From the outset, he understood our requirements, but also challenged us where necessary, pushing us to consider alternative ideas. He was a pleasure to work with, and I highly recommend him.”
Richard Carnell-Jones, Head of Corporate Communications, Glencore plc
