Kennametal is one of the world’s leading suppliers of tooling, engineered components, and advanced materials used in a wide range of industries. But research showed their customers, suppliers, distributors and employees were often confused about who they are and what they do. Over the years, mergers, acquisitions and other activities diluted the brand. Working strategically to simplify and consolidate Kennametal internal brands, a new unified face was presented to people inside and outside the organization.

CLIENT: Kennametal

TYPE: brand guidelines