MORE THAN JUST
A LITTLE FACELIFT.
When ACT first approached Vela, they were seeking a change to their brand but weren’t sure how far they wanted go. Stuck somewhere between the drastic—a full name change—and something more subtle—like a rebrand—they were sure about one thing: ACT needed their brand to evolve in a way that reflected growing capabilities and the future of the company, a future that will incorporate new technology solutions for the forklift and material handling industry.
While ACT was unsure about leaning into a new name, they wanted to explore it. So that’s where we got started. Exploring the values and philosophy behind ACT and what they do for their customers, we defined the key words behind their identity (momentum, ascension, innovation, and strength) then we used these words to produce name options that would stand the test of time. Whether or not ACT was going to commit to a new name, this was an important step in the process. It allowed us to hone in on the unique values of the company and served as a guidepost for the rest of the process.
THE PROCESS
& APPROACH.
While exploring new names was the first step, we simultaneously explored a world in which the name did not change. What were the strengths of the current name? Should the acronym remain in place, or could the letters A-C-T stand on their own? Does a company with over 40 years of brand equity built into their name need to take the leap into a full identity change? Ultimately, the answer was no. ACT on its own is a strong name for a company whose purpose is to provide the tools and equipment necessary for moving objects and solving problems.
With the name ACT still in place, the natural next step for propelling their brand forward was to evolve their visual identity. Where we landed was with a clean, cutting-edge timeless new logo that serves as a visual marker for not only what ACT does, but where they’re going.
THE BRAND.
ACT’s rebranding is as much about modernization as it is reinforcement. In an industry that revolves around strength and resilience, red and black resonate; while white and grey convey precision, balance and technical sophistication, capturing the vision for ACT as a company and their industry as a whole. Combined with sharp, diagonal lines and bold lettering, ACT’s new branding represents reliability, capability and fortitude.
Primary
70 | 67 | 64 | 74
35 | 31 | 32
#231F20
SECONDARY
00 | 100 | 100 | 00
1237 | 28 | 36
#ED1C24
Neutral
00 | 00 | 00 | 00
255 | 255 | 255
#FFFFFF
Neutral
00 | 00 | 00 | 15
220 | 221 | 222
#DCDDEE
ACT’s rebrand brings a fresh, cutting-edge look to the company’s fleet, reflecting their commitment to strength, reliability, and modernity. The bold new design, featuring sharp lines and striking colors, enhances the visual identity across their vans and equipment, reinforcing their presence in the materials handling and construction industry. This rebrand not only boosts ACT’s visibility but also aligns their fleet with the powerful, forward-thinking reputation they’ve built in the market.
