To celebrate 60 years since incorporation, Minoli (who I designed the identity for some 12 years back) wanted to ring a few changes and refresh the identity and visual language.
The result is a subtle 'lean' into the future, with a redrawn logotype (gently re-spaced, with a 6 degree slant and some character redrawing), a new '60th' mark, colour palette and the Fontsmith Meridian font family. In addition, I've provided creative direction for vehicle liveries, brochureware and typographic stylesheets, workwear and other graphic materials.
Added to this, I defined a new marketing platform and tagline 'See beyond the surface' to re-capture the Minoli product and service attributes in marketing copy. This will be supported with a new visual language based on using the tiles more playfully in sculptural compositions.
The project, implemented by Minoli's in-house team, will be rolled out over the next several months.