DuPont Kevlar and Nomex
Brand Architecture for Consistency, Power and Performance
There is a complexity curve that gets steeper as companies grow. Within the brand architecture, this complexity can lead to fragmentation and consumer confusion – or it can be mastered with a defined portfolio strategy. DuPont Kevlar and DuPont Nomex asked our team to strike the balance between complexity, value, and performance. So, we created a brand architecture able to re-connect brands, sub-brands, products, and values.
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b896a632e3dkevlar_technician.jpg)
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b896a7b84dfkevlar_plane.jpg)
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b896cc99d8ckevlar_firefighter.jpg)
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b896ce4acc7kevlar_hexagons.jpg)
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b896e80220ckevlar_fiber.jpg)
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b896ec2bbcbkevlar_workgloves.jpg)
Consistency across the board can boost brand recognition and trust among consumers. Based on a logic system, our team developed a logic-driven brand architecture that provided clarity of identity, in terms of how the sub-brands are connected to the parent brand, how the products are related to them, and how their namings create a pattern. Eventually, our activity restored the brand’s true nature, returning it to the position that it deserved more than any other among the greatest brands of design materials in the world.
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b896f91d025kevlar_fire.jpg)
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b8970ed6c58kevlar_metal.jpg)
We mapped and analyzed the brand portfolio to both understand the challenges to face and identify opportunities for simplifying things. We then created a new Brand Architecture that would set the foundations and tone across the brands. In addition to that, we defined a Brand Framework to help the client classify the existing names, organize a centralized nomenclature, and leave the doors for future offerings open.
![](https://www.gbrdesign.com/staticcdn/2021/06/03/60b8972a018dekevlar_bridge.jpg)