GEN (Global Engineering Network) unites over 2,000 engineers across the ACS Group, working on transformative infrastructure, energy, and technology projects worldwide. With ambitions to become a fully engineering-led entity, GEN needed a clear, distinctive identity to support collaboration, recognition, and future growth across markets and regions.
Future Forward invited Reino to create GEN’s visual identity as part of a broader brand strategy. The goal was to craft a flexible, professional design system that could unify a global network of operating companies while expressing GEN’s commitment to engineering innovation and global prosperity.
GEN emerged from a need to position engineering at the core of ACS Group’s identity. Yet, uniting multiple legacy companies required a system that could reflect both individuality and coherence. A key complexity was creating visual hierarchies for co-branding with companies like HOCHTIEF across applications such as presentations and signage.
We began with a workshop involving key GEN stakeholders, aligning creative direction with strategic insights from Future Forward. The intent was to reflect GEN’s dual nature—structured and fluid, precise and human. Insights from the brand foundation phase shaped the tone, narrative, and visual cues that guided design exploration.
The identity is built around custom typography inspired by engineering and architectural precision. Circular exteriors convey adaptability, while linear interiors express discipline. Neutral colors, textural cues from concrete and steel, and Suisse Int’l typography reinforce clarity, resilience, and professionalism. Special attention was given to lockups and modularity for scalability. The final output included a comprehensive brand manual detailing logomark usage, typographic hierarchy, color contrast guidance, photography styles, and partner logo integrations. This ensured consistent application across digital and print, from brochures and email signatures to large-scale presentations.
