Hitachi Vantara

3D printing leaders Makerbot and Ultimaker joined forces in 2021 with a shared mission to shape the future of manufacturing and product development. Taking the Maker from the Makerbot name and the Ulti from the Ultimaker name, they chose a master brand name: UltiMaker.
We defined their new brand architecture and product portfolio structure, developed a brand strategy and created an evolved visual identity system, honoring both Ultimaker’s and Makerbot’s spirit and legacy while heralding the dawn of a new era.
In designing the new identity, we created a flexible system that could work for both brands. Our new logo takes inspiration from the forms of the hardware and mechanics of 3D printing, with a shape that can look like a U and an M. Rounded corners from the symbol are echoed in the wordmark, which features contrasting corners in its letterforms to convey the balance of fluidity and precision.
The new brand identity features a flexible color palette that honors both the red and blue of the portfolio, and secondary palettes to modernize the brand and provide space for future iterations. We also developed a type system and provided detailed layout principles for enduring brand evolution.

Brand Strategy
Brand Identity System
Brand Assets & Guidelines
Motion Design

Agency: Moving Brands
Core design team: Matt Harris, George Rabot, Scott Sanders, Luca Pontarelli