Born out of change
As Metso merged with Outotec to create Metso Outotec, Neles emerged as a new ‘flow control’ focused offer.
The business engineers technologies and offers expert services for process industries like Pulp and Paper, Oil and Gas. The Neles brand has roots going back many decades and had most recently existed as a product brand in Metso’s flow control division. With good awareness at a global level and a strong reputation for high quality products, Neles was selected to spearhead the new de-merged flow control business.
Turning history into a future-focused force for better
Neles is a flow control business that engineers valves, actuators and automation technologies for process industries. As a brand with a strong heritage and experience the challenge was repositioning Neles to show the relevance to today’s evolving needs of customers. Neles is focused on creating the best experience of all-round reliability for customers; not just in product, but in services, innovation, sustainability and the whole customer experience too. This is reflected in its core promise of ‘Reinventing Reliability’.
A new perspective on reliability
The brand identity was inspired by the idea of looking at ‘reliability’ in a new light, from a different and evolving perspective. Retaining the brand’s heritage blue, but giving it new context and gradients, the look and feel is one of a progressive and dynamic business, driven to create continual improvements for its customers’ businesses.
The wordmark and the brand’s hero graphic work hand in hand. The former provides solidity and stature with its gradient tilts in the letterforms nodding to the benefit of continual improvement and progress. The hero graphic plays with that angle, using moving bleeds of light and colour to provide flexible graphics to nod to seeing reliability in a new light.
By retaining the brand’s heritage blue, but giving it new context and gradients, the look and feel is one of a progressive and dynamic business, driven to create continual improvements for its customers’ businesses.
Seeing things from a different angle
For further versatility angled lines are used in patterns to create a nod to flow control at a more technical level. Whilst a photography style based on the idea of seeing things from a different angle brings a refreshing counterpoint to more expected and generic technical or corporate imagery.