At the outset of the project, the divisions of Hou-Tra International had logos that bore no resemblance to one another, giving the impression that these were all separate small companies. While the various divisions do serve different markets and industries, HexaGroup set out to create new logos to reflect the relationship among the divisions as part of a cohesive whole.

First, though, was the matter of a name. The company's existing name reflected its relationship with its main partner, Trane, although not all divisions dealt in Trane products. For this reason, Hou-Tra needed to undergo a tricky identity-change operation, to select a name that could serve each division equally well and promote the company's stable, reliable, family-run image. The company had been in business since 1981, so a successful transition was vital; we needed to re-brand in a way that would build on the company's established reputation instead of losing ground in the various markets.

Finally, when the branding issues were resolved, HexaGroup would need to create websites for each of the company's divisions, to provide further distinction for each one and to extend each division's reach via the web.

HexaGroup began the re-branding phase by turning to our proven process for corporate branding. The first step, discovery, was relatively quick and painless, thanks to our existing knowledge of the company's markets, strengths, and personality. "The Hunton Group" emerged as an appropriate name, drawing on the name of the family that has owned the company and built its reputation and client relationships. For existing clients, those most at risk for confusion with the advent of a new name, this name would already have inherent meaning and a positive connotation.

With the name selected and in-depth company research complete, HexaGroup began the process of logo development. After meeting with the client to create initial logo ideas and then narrowing and refining the best ideas, our graphic design team ultimately decided to build the main corporate logo around the initial H. The completed logo consists of two thick parallel lines in shades of green, tilted to a 45-degree angle and "crossed" with two smaller curved lines representing flowing air.

The solution for the division logos was beautifully simple: use the same shape as the main Hunton Group logo, but use different colors on the thick lines of the H to distinguish each division. The Hunton Distribution logo used black and green, while Hunton Specialty Products used shades of blue. Hunton Trane's logo was created in solid red, much like the Trane corporate logo, and Hunton Trane Services used red and blue, traditional representations of hot and cold.

As an important component of the corporate identity package, our graphic designers also established specific color schemes and other visual guidelines for each division to complement the logos. Finally, HexaGroup designed and implemented a plan to roll out the new Hunton Group name and corporate identity in a way that would maintain brand recognition for the parent company and all the divisions.

The Hunton Group has made a successful transition from its old name and logo to a slick new corporate identity without sacrificing recognition or market share. The new logo design seamlessly integrates the identities of the company's divisions while still distinguishing them from one another. The new logos and branding have been well-received both within the company and by clients, for whom the corporate makeover is a sign of the company's strength and continuing commitment to service.

Further, the divisions now all have their own websites, accessible from the main Hunton Group site, so that customers can access information about their specific needs online. Each site has a distinctive look, yet they all mesh harmoniously with the parent site for a clean, professional image company-wide. HexaGroup's ongoing role as The Hunton Group's marketing partner includes web-based and multimedia marketing materials.