Sandvik Coromant is the world’s leading developer of tools for the metalworking industry, changing, leading and driving the future of manufacturing with 8,000 employees and 1,700 patents.
Sandvik Coromant
Industry Industrial engineering
Geography Global
Impact Modernized and ready for growth
Lynxeye created a new brand experience that equips Sandvik Coromant for a digital future and reflects its commitment to drive positive change.
Challenge
Sandvik Coromant has strategically transformed its operations in recent years, in response to a rapidly changing industry landscape. It needed to bring its brand heritage into a new expression designed for the future; worthy of a premium, market leading brand and suited for the specific needs of the Coromant team, products and services.
For the last 80 years, Sandvik Coromant has been driven by a determination to solve business problems together with the metalworking industry. It has contributed with an abundance of technical innovations that, over and over, changed the world for the better.
While Lynxeye was working with Sandvik Group, Sandvik Coromant turned to Lynxeye for a new, future-proof brand experience that would clearly communicate its commitment to innovation and sustainable progress. The aim was to unify Sandvik Coromant and set it apart from the competition, ultimately supporting its ambitious growth journey.
—The Lynxeye team empowered us to gain fresh perspectives on our brand and ensured that our new brand identity vividly reflects our dedication to innovation and sustainable progress.
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Brand experience
A future-proof identity
As part of the work on renewed positioning and new brand experience for Sandvik Group, Lynxeye created a new wordmark inspired by the 1962 Sandvik logotype, a tribute to the company heritage and history.
The new Sandvik Coromant logotype represents both its heritage and the relationship with Sandvik Group. It is designed to reach present and potential customers in an efficient way, no matter where it is displayed.
Brand experience
A clear cut symbol
Sandvik Coromant needed a brand symbol that would work well for marking the products in its extensive portfolio.
Lynxeye created a new symbol that manifests the precision, expertise and quality that Sandvik Coromant offers. The symbol has been optimized for versatile use across various touchpoints, seamlessly transitioning from workwear prints to demanding applications such as laser-cutting into drills.
The new symbol is designed to get along well with the new Sandvik Group symbol, also designed by Lynxeye.
Bright yellow has signalled knowledge and expertise at Sandvik Coromant since the 1970s. It is equally bright, but now also optimized for digital.
Typography
Speed and excellence
Sandvik Sans is a modern, sans-serif typeface that is exclusively associated with Sandvik Group. Built on a foundation of super-ellipic shapes, it embodies the perfect combination of craftsmanship and technology.
Lynxeye created Numerals specifically for Sandvik Coromant to represent its expert role, speed and outstanding performance.
—I am very pleased with our collaboration with Lynxeye in redefining our brand to support our ambitious growth journey. Our ability to stand out with a clear brand promise and a distinct identity is crucial for our success. Through close cooperation, we have honed our identity, introduced a new logo that pays homage to our rich heritage, redefined our brand promise, and launched a modern visual identity that seamlessly connects our legacy with a future-proof outlook.
Digital experience
Geared for digital
Lynxeye has created a seamless digital experience for Sandvik Coromant that widely surpasses the expectations on its category. It will solidify the position as a premium brand and innovation leader.
In order to do this, the team adressed how the brand was presented, product architecture and product distinction, personalization, managing the immense amount of information and knowledge, and especially, how to translate the “yellow coat” service experience for a digital context.
In addition to a complete U.I. library, the result was six key concepts for digital, meant to guide future development of digital for Sandvik Coromant.
—The new digital design system for Sandvik Coromant will help defend its position as market leader and guarantee a cohesive user experience across digital touchpoints. This is highly important today, when online is replacing the in-person sales meeting, but we still want to deliver a personal, premium experience.
The Lynxeye team placed significant emphasis on personalization to cater to the diverse and specific needs of the Sandvik Coromant customers.
Support and roll-out
From workwear to digital
Lynxeye supported Sandvik Coromant in the roll-out of the new brand identity. This included extensive guidelines and digital directives, covering both physical and digital assets.
Guidelines and best practice examples available to the Sandvik Coromant organization will help ensure a successful initial implementation, return on investment, and a consistent brand experience going forward.
Images depict the innovative, high-quality Sandvik Coromant products, but also the work put into developing them. Technical expertise, accuracy, passion and collaboration.
—This collaboration has been an absolute pleasure. Sandvik Coromant is driven by a passion for engineering and – just like Lynxeye – problem-solving. Together, we have embraced the digital demands of today and tomorrow, crafting a brand experience that authentically reflects the organization’s values and aspirations.
