Following King Design’s 4-phase method for project planning and execution, the learning phase quickly uncovered what we needed to know about the company and their products.

The brief for the new identity was to present Coates as a leading player in the industry and to communicate the positive changes the company had undergone since the previous logo was introduced during the 80s.

Legibility and character were paramount in the development of the new logo. The symbol represents stylized electric motor stator slots. We also included the description "elektromotor" in the logo, thereby increasing it’s informative qualities.

Note: in 2010, Coates became a company in the Lönne group. Their visual identity, including website are therefore being updated to comply with Lönne guidelines.