01/03
A logo balancing heritage and innovation
Cleaner, timeless and easy to adapt.
The new logo retains the strength of a brand more than 50 years old while embracing today's visual language, from the headquarters façade to vehicles.
A logo, brand guidelines and website for cleaner air
Deltrian has designed air filters in Fleurus since 1972. For its 55th anniversary, the family business chose a completely reimagined identity and an international website, rolled out across all its subsidiaries.
- Client
- Deltrian
- Industry
- Industry & B2B
- Package
- Booster
- Date
- June 2023
Deltrian, a Belgian air filter manufacturer operating in around ten countries, wanted an image as modern as its technology.
A family business founded in 1972 by Klaus Alexius and now led by Jürgen Alexius, Deltrian designs filtration, protection and lighting solutions for industry, hospitals and buildings. Air pollution causes 7 million premature deaths every year: Deltrian's mission is to give everyone clean air. Its brand, however, had not kept pace. The challenge had three parts: bring the company into the digital era with a new website, create a logo balancing heritage and innovation, and align communications across every subsidiary.
Navy, azure and imperial yellow
Six-colour brand guidelines, isometric patterns depicting filters, masks and lights, and a pared-back logo designed to last and work everywhere.
Three workshops to diagnose the issues
Before designing, we worked hand in hand with Deltrian's marketing team. Three workshops to understand the brand's history, current position and vision: existing website analysis, customer journey mapping, visual inconsistency checks, a review of comparable brands, then vision, mission and values. This material informed every decision that followed.
An aligned brand for Deltrian
An identity, website and materials shared by every subsidiary, built around Deltrian's purpose.
02/03
A flagship website
Multilingual, by country, sector and product.
The website presents filtration, protection and lighting solutions, with a journey designed for each market and buyer profile.
03/03
Brand guidelines for every subsidiary
A brand book that prevents inconsistency.
Colours, fonts, photography and tone of voice: every team in every country creates its materials from the same guidelines.
A pared-back logo, built to last
We started with Deltrian's purpose and values: commitment, innovation, compliance, support and closeness. The symbol, a square crossed by a diagonal, suggests a filter and the passage of air. It works alone as an avatar, with the name as a signature, and adapts to each business area: Filtration, Protective and Lighting.
The project in numbers
What Deltrian received for its 55th anniversary:
13
Website versions
Nine countries and seven languages, from Belgium to Norway, with an international English version.
6
Colours in the guidelines
Navy blue, azure, glacier blue, cyan, imperial yellow and turquoise, for a brand recognisable in every country.
3
Business area variations
Filtration, Protective and Lighting share one logo and one visual language.
An international website
Sector and product pages, news, guides and key figures: a website designed to convince industrial buyers in every country.
Brochures and product sheets
Readable technical documents, using the same grid as the website.
Exhibition stands
A modular stand in each business area's colours.
Vehicles
Trucks and company cars become brand touchpoints.
Outdoor advertising
Campaigns that remind everyone they deserve clean air.
An identity that lives in the real world
The brand does not stop at screens. The Fleurus headquarters façade, team uniforms, warehouses and vehicle fleet: the same guidelines apply wherever Deltrian meets its customers, across every subsidiary.
Over 200 businesses supported since 2012
Our clients sell more. The numbers prove it.
Real, measured results for entrepreneurs.
About this project
- Industry
- Package
- Solutions
