The Need
For some time Universal Handling Equipment management were aware of the need to update the company's existing identity which over the years had suffered from an increasing lack of consistency in implementation. The focal point of the identity was their symbol, popularly known within the company and the industry as the 'U-ball', for obvious reasons (see far left). It was acknowledged that, although the symbol possessed a great deal of equity by virtue of its long familiarity to the industry, the 'U-ball' not only looked dated but could be seen on company stationery and promotional print in ways that rarely matched the original design: sometimes the 'U' had been drawn differently or the 'ball' was the wrong size; at other times the orange appeared as red or salmon pink, and, in most instances, the company literature on which the symbol appeared, correctly or otherwise, was poorly printed.

The Question
But what to do to correct the problem? Should Universal retain the existing symbol and merely exert closer control over its future implementation? Or should it be ditched completely in favour of a design that looked more in keeping with the 21st century than with the mid-20th? Or was something in between more appropriate - an updating of the existing symbol that recognized and celebrated a history of success but also, in its appearance and application, would portray Universal as maintaining and continuing its role as industry innovator?

The Answer: Part 1
The design brief therefore requested initally that alternative symbol designs be proposed which would satisfy one or other of the criteria listed above, and it was stipulated that some of the designs should include the 'U-ball' or, at least, make visual reference to the existing symbol. Some of the proposed designs can be seen on the left. On the basis of what was presented over a period of months during the year 2002 a decision was made to adopt the 'in-between' option. The final design did indeed include the original 'U-ball' elements but arranged in a form that suggested a seal of quality, and which could be described as neither old-fashioned nor modern, but timeless.

The Answer: Part 2
Just as important as the symbol itself is the manner with which it has been and continues to be implemented on corporate stationery, print advertising, promotional literature and vehicle livery, with consistency in colour, supporting typography, design format and quality of printed reproduction being strictly maintained. Some examples are shown on the main Corporate Identity page (click the Back button); others can be seen on the Recent Work and Publication Design pages.