TechnipFMC is a global energy technology company formed in January 2017 through the merger of French engineering firm Technip and American oilfield equipment manufacturer FMC Technologies. The company unveiled its new brand identity and logo on January 17, 2017, the same day it began operating as a combined company. The official press release described the new identity as representing “the joining together and integration of two established entities to create one bold, forward-looking company.”[1]
Design and History
The TechnipFMC identity was created by Lippincott, an international brand consultancy, over a four-month engagement with the executive leadership teams of both legacy companies.[2] Lippincott’s lead designer and creative director for EMEA, Lee Coomber, described the project as developing “a bold vision, engaging purpose and progressive identity” for the newly formed company.[3]
The core symbol is a contemporary monogram created by overlapping the “T” and “F” shapes from the two company names. According to Lippincott, this monogram “reflects transformation and helps build the new alliance” between the two legacy firms.[2] The mark was designed to help employees build an emotional connection to the new culture following the merger.[2]
Following the launch, brand consultancy Monigle was engaged to help TechnipFMC implement and govern the new brand across its global operations. Monigle built a brand center on its BEAM platform where associates could access logos, templates, guidelines and other brand assets, and operated a help desk that processed over 400 requests in the first three months.[4]
Meaning and Symbolism
The overlapping “T” and “F” monogram visually expresses the integration of the two legacy companies into a single entity. Lippincott’s stated intent was to create a symbol that would help employees commit to the new culture and build the new alliance.[2]
The brand strategy developed by Lippincott was designed to challenge “the well-worn visual identities and colour palettes so often delivered throughout the energy sector.”[3] The identity uses a palette of blue, purple and red, which appear in the company’s logotype and symbol.[5]
Typography and Design
The TechnipFMC wordmark combines the names of both legacy companies without separators, visually reinforcing the integration message. The identity system was consolidated into brand guidelines by Lippincott ahead of the company’s launch day.[2] The brand was subsequently rolled out across the organization through templates and guides developed with Monigle’s support, covering applications from business cards to uniforms and livery.[4]
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