Total Design develops new brand for global market leader in micro-precision components
Muon is the new holding name of an international group of companies specialized in the development of micro-precision components. Miniaturization is becoming increasingly important. The complexity, speed and performance of components is increasing at an incredible rate, while at the same time their size and energy usage need to be continually reduced.
In 2019, Total Design was asked to develop a new brand for the holding company, from positioning to name, visual identity to communications. The name was developed in collaboration with Skriptor Zigila. A micron or mu is one thousandth of a millimetre. So Muon literally refers to the world of micro-precision, something their professional target group will immediately spot. So while the name is new, it immediately feels familiar.
More than anything, the visual identity needed to be simple, high tech and intriguing. It was decided on a very elementary logo combined with shapes and colours created by the play of light on the metal alloys from which the components are made. The forms are abstractions and enlargements of various technical drawings, thus making the invisible visible.
There has also been a huge advance in terms of communications. The tendency of technical companies to begin by talking about the technology and only afterwards about its applications has been turned on its head. The focus is now primarily on what Muon delivers. Innovations that are possible thanks to Muon, and its impact on the daily lives of people and the world around them. All content, for both corporate and product presentations, has been redeveloped from this perspective.
Creative direction & Design
Eddy Wegman, Dimitri van Loenen, Jesse van Thijn, Jeannette Kaptein
Hugo van den Bos