High Performance Doors
Pioneering an identity for a new old brand
On 1st September 2014 an affiliate of Alcyon Capital acquired the UK Door businesses of Allegion PLC (NYSE:ALLE) establishing a dynamic, new, standalone business called High Performance Doors.
The reorganisation changed the basic structure of the business and resulted in a new brand strategy taking High Performance doors out of its former, and turn it into a full-blown Corporate Brand.
High Performance Doors designs, produces, installs and maintains automatic doors for a whole range of industries including many of the UK’s leading public, commercial, retail and transport groups. With clients such us Marks & Spencer, British Airports Authority, Sainsbury’s and IBIS Hotels, the manufacturing company works closely with architects, main contractors, councils and local authorities across a wide variety of vertical markets offering the latest technology and high standard services on high performance doors.
Brand Values: Mapping
Identity Design
High Performance Doors asked Me to help them build a strong and differentiating brand that could express the company’s leading position in the market and the new value proposition. Working closely with the marketing team we designed a visual identity for the brand to better project their contemporary, high tech and ambitious personality.
Based on its already inherent DNA, the identity we created reflects the key principles of the brand: heritage, design, precision, technology, security and trust. The logo is based on the movements of an automatic door opening in three different ways - sliding, swinging and balancing - represented in an axonometric view. An iconic expression of the technological expertise of the leading industrial brand that shows itself the intrinsic characteristic of the product.
