Rebranding — A new era of precisiom
During my university internship, I collaborated with Concourse Precision Tools Co., a Hong Kong–based company specializing in micro-mechanical components and industrial tools.
The goal of the rebranding was to modernize the company’s visual identity and create a consistent design system across both digital and print materials, including posters, pamphlets, and website pages.
Old Logo
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Green “C” wrapping a full Earth (continents + oceans). Too busy, soft curves, eco-heavy vibe.
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Looked like a green energy company
No gear/engineering focus
Hard to scale small (business cards, parts)
Dated 2000s style
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Keep the letter C and the Earth, add features to show customers the mission of the company.
New Logo
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Bold C fused with gear teeth + simplified Earth silhouette (Americas focus). Monochrome-ready, sharp lines.
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Gear = machinery mission
Earth = global sourcing (kept)
C = core identity (kept)
Cleaner, scalable, industrial
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I keep the colour green for the motifs of the company.
Bran Board
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The logo combines a gear and a globe, symbolizing precision engineering and international reach.
The submark simplifies this design for flexible use across smaller applications such as icons and stamps. -
Montserrat – Used for headlines and logotype, representing modernity and technical clarity.
Open Sans – Used for body text, ensuring readability and a clean, approachable tone.
Together, they balance a professional yet modern aesthetic that aligns with the brand’s industry.
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#003366 – Industrial blue, symbolizing trust and professionalism.
#4d4d4d – Neutral grey, representing stability and precision.
#228b22 – Vibrant green, symbolizing innovation and growth.
#f6f4f0 – Soft white, for clarity and contrast.
#333333 – Deep charcoal, for grounding and strength.
#D4A5A5 – Warm accent tone to add visual balance and approachability.
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Visual motifs such as gears, wrenches, and the globe reinforce the brand’s connection to engineering craftsmanship and global precision.
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The mood board focuses on industrial textures, metallic tools, and hands-on craftsmanship, reflecting the company’s technical expertise and attention to detail.
It also highlights the warmth of wood and metal surfaces, balancing mechanical precision with a human touch.
Design Outcome
This rebranding project presents a cohesive visual system that bridges traditional craftsmanship with modern design principles, giving the company a renewed and professional identity suitable for both digital and print communication.