Building A Trusted Future
Becamex new logo and visual identity X Sedgwick Richardson
Founded in 1976, Becamex has established itself as Vietnam's premier infrastructure developer, attracting over 1,200 investors from 64 countries and territories, and currently employs more than 3,000 people. The company's projects have created over a million jobs, cementing Becamex as a cornerstone in Vietnam's industrial economic infrastructure. In 2021, with the guidance of Sedgwick Richardson, Becamex embarked on a rebranding initiative to resonate with its mission and to construct a trusted future for the corporation.
In the era of Vietnam's flourishing economy and advancement. Becamex seized the opportunity to redefine itself as an international corporate brand leading the charge in Industry 4.0, as well as in the creation of Smart City infrastructure and solutions. Binh Duong has become Vietnam's top manufacturing hub thanks to the Becamex's innovative industrial ecosystem model, which has been replicated across the country. With its slogan "Driving Innovation, Accelerating Growth," Becamex is at the forefront of stimulating socio-economic progress, enhancing living and working environments for the community.
However, brand research revealed that the Becamex brand was not as widely recognized as it should be, frequently being confused with the Binh Duong football team, which it sponsors. Given Becamex's vast array of offerings and services affecting various sectors and stakeholders, the challenge was to establish a progressive international presence for a relatively low-profile brand and to convey the expansive scope of its business beyond industrial parks.
Sedgwick Richardson was entrusted with addressing these issues. They formed the groundwork for a new corporate brand strategy by conducting an in-depth brand audit and extensive peer brand research. This strategy included brand experiences, language, content, identity, applications, guidelines, corporate architecture, and a completely new website, resulting in a cohesive and renewed brand identity for Becamex.
In line with this new strategic direction, the logo of Becamex underwent a significant transformation. The redesigned logo is a wordmark featuring a customized letter 'A' that draws inspiration from the symbolic apex and an urban city skyline, projecting Becamex's leadership in the industrial and urban real estate sector.
The logo also includes an arrow formed by the negative space between the letters 'E' and 'X,' which is similar to the arrow in the iconic FedEx logotype. This design choice signifies progress and a trajectory towards future growth, reflecting the modern, international, and forward-thinking philosophy of the new Becamex brand.
The apex symbol in the Becamex brand logotype was reinterpreted and elevated into a dynamic graphic component. It became a core visual element unifying the expression of the Becamex brand across all platforms. Its versatile application through various graphic design techniques infused the symbol with flexibility and vitality, aligning the brand with a contemporary, global appeal.
This new visual identity system and its applications are carefully detailed in a brand guidelines book, which was created to ensure that the essence of the Becamex brand is conveyed consistently across all touchpoints. This has been widely used, ranging from corporate stationery and investor presentations to advertisements and branded merchandise.
Furthermore, the rollout included a carefully designed set of branded uniforms, ensuring that every detail, from daily wear to special event clothes and team-building outfits, is consistent and professional. This approach further integrates the Becamex brand into all aspects of the corporate environment.
In the realm of digital engagement, Becamex's rebranding extended to the meticulous crafting of its website and app interfaces. It also enabled the creation of reliable social media assets, allowing the Becamex team to confidently present a unified brand image. This digital transformation is pivotal for Becamex's international growth, as it underscores the company's connection to Binh Duong province—a central industrial hub of Vietnam.
The Becamex corporate website, now grounded in a soild new content strategy, has been reengineered to engage both local and international stakeholders effectively, encapsulating a unified vision for Vietnam's future. The overhauled site offers a streamlined navigation experience, providing straightforward access to Becamex's extensive array of services, its comprehensive ecosystem, and a broad range of infrastructural and service offerings. This strategic digital update underscores Becamex's dedication to clarity and accessibility in its communications, further cementing its respected position within the industry.
“The team at Sedgwick Richardson has delivered a strategic branding solution that has helped transform the Becamex brand. I am delighted with their efforts and the results. The Becamex brand has been transformed and is now set to drive our business forward into the future.”
Mr. Nguyen Van Hung - Chairman of Becamex
In conclusion, the refreshed brand identity of Becamex has effectively tackled the initial challenges, significantly raising its visibility in the marketplace and providing much-needed clarity about its corporate objectives and services. Now, three years post-rebranding, Becamex proudly stands as an esteemed and reliable brand, celebrating a legacy that spans nearly five decades of relentless pursuit of innovation and expansion. Their unwavering dedication continues to drive the brand toward a future of endless possibilities and sustained growth, ensuring Becamex remains a pivotal contributor to Vietnam's economic and industrial narrative.
