Chloride is a global manufacturer of industrial uninterruptible power supply (UPS) systems, with roots tracing back to 1891 when the organization began as Chloride Electrical, a battery design and manufacturing company.[1] The company operates today as a standalone business following a management buyout from the US industrial conglomerate Vertiv, and its current visual identity was developed as part of that relaunch.[2]
Design and History
The current Chloride identity was created by Tiga, a Kent-based B2B branding agency, as part of a comprehensive rebranding that launched Chloride as a standalone company after its separation from Vertiv.[2] The project involved workshops that identified four brand pillars: a long history, safety of people, business continuity and energy transition. These pillars informed the development of creative identity options, including logo sets, typefaces, colourways and supporting graphical devices.[2]
Chloride’s official brand guidelines describe the identity’s core concept as “uninterrupted continuation and transitioning colours,” which represent the company’s raison d’être: “protection through continuity and transformation through evolution, to meet the modern day challenges faced by industry and the environment.”[3] The rebrand was designed to maintain the values for which the business was renowned while reflecting the vision of the new management team.[2]
Meaning and Symbolism
According to Chloride’s own brand guidelines, the visual identity’s theme of uninterrupted continuation and transitioning colours directly reflects the company’s purpose in providing power continuity and supporting energy transition.[3] The brand guidelines also note that the identity was built around the four pillars of a long history, safety of people, business continuity and energy transition, which emerged from workshops conducted during the rebranding process.[2]
Typography and Design
The rebranding project delivered a complete design system, including logo sets, typefaces, colourways and supporting graphical devices, which was compiled into a Brand Book and launch assets.[2] The identity was designed to be comprehensive and versatile, managing implementation across an extensive suite of multilingual communication assets, digital channels and properties.[2] The brand has been rolled out across digital and print communications, product marketing, exhibitions, investor presentations and the company’s property estate.[2]
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