Turning a strategic idea into a distinctive symbol, a coherent visual language and a family of brand applications.
Tadiran develops air-conditioning and climate systems. The project set out to translate a character built around innovation, reliability and modernity into a clear brand identity.
The design brief called for a logo that expressed the brand metaphor, remained legible and stood apart in the competitive environment. The work then extended into the principles, elements and applications of a wider visual system.
Our category review found blue recurring across climate brands. The question was how to stay relevant to the category while building a recognisable expression of our own.
We connected electric blue with a distinctive T-in-a-circle symbol and a graphic language derived from that same form.
Temperature, air quality and comfort are experienced rather than seen. The identity needed to give these ideas a clear visual expression.
The strategy’s “master of climate” metaphor informed a symbol with flowing lines and a circular system that suggests movement and control.
A mark on equipment has different demands from a presentation cover or a business card. Detail, colour and contrast needed to work across those contexts.
We developed direct, reversed and monochrome expressions, alongside flat and dimensional graphics, with simplicity as a shared principle.
The strategy used the metaphor “master of climate”: the ability to manage temperature, humidity and air quality to support comfortable living and working environments.
That idea became the bridge between the brand’s character and its visual expression. Innovation. Reliability. Modernity.
The symbol combines a T and a circle. Flowing lines suggest air movement; the compact letterform gives the brand a clear, modern signature.
The system includes colour and monochrome versions, so the mark can move between expressive communications and practical product applications.
Electric Blue and Space Blue anchor the palette, balanced by light grey. Tilda Sans is the typeface specified for Tadiran’s identity. Circles, outlines and dimensional forms extend the logic of the symbol into a flexible graphic language.
The principles are clear: adaptability, colour and simplicity. Each application should feel related, without needing to repeat the same composition.
The project mockups explore how the identity can work across printed materials, professional clothing and climate equipment.
We reviewed the competitive environment, looking at brand positioning, colour, symbols and visual identity. This established the context for the design.
Innovation, reliability and modernity became the strategic focus. The “master of climate” metaphor linked technical capability to comfortable indoor environments.
Sketches and visual concepts explored the brief. A T inside a circle brought the brand initial and the idea of airflow into one compact mark.
We explored symbols, circles and semicircles as graphic directions. The identity presentation develops a circular language in both simple and more expressive forms.
Stationery, folders, workwear, equipment and digital concepts demonstrate how the elements can remain coherent across different formats.
The work brought the strategic metaphor, symbol, typography, colour and graphic principles into one coherent identity. Its application concepts show how that identity can carry across different physical and digital contexts.
Presented here through original project visuals and application mockups from the 2023 design work.
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