Agency: Mechanica Branding
The Abt corporate identity is the expression of who they are as an organization. More than stylistic, it reflects their culture, and sense of purpose and even their place in the world.
The Abt logo — the core component of the identity — is inspired by perpetual evolution. The original logo, a classic font in a box, needed to be updated to feel more progressive. By using the box as a key element, the new logo pays homage to the past. The spiral of repeated boxes creates a wheel-like movement forward, and an infinite energy that represents Abt’s inexhaustible drive to solve the challenges of the world.