GMI Wheels


Our Process

We’re going global, baby!

GMI Wheels is a producer of high-grade wheel rims for industrial machines. They approached us for some branding work in preparation for an expansion into global markets. In a market environment where language was sure to be a barrier, the image of the company was very important.

Our design objective was to create a symbol that would communicate strength, structure and dependability. We used negative space and clean structured lines to bring these concepts together.

What We Learned

Creating a brand identity that crossed cultural and communications boundaries required us to ensure each line and design element had a purpose. It’s for this reason, minimalism is often times the most challenging type of design.