GEN (Global Engineering Network) unites over 2,000 engineers across the ACS Group, working on infrastructure, energy and technology projects around the world. GEN wants to become a fully engineering-led company, and it needed an identity that helps its companies work together and be recognized in every market.
Future Forward invited Reino to create GEN’s visual identity as part of a broader brand strategy. The system had to unify operating companies in many countries and put engineering at the front.
GEN exists to put engineering at the center of the ACS Group. Bringing established companies together meant each one had to stay recognizable inside a shared system. The hardest part was the co-branding hierarchy with companies like HOCHTIEF, in presentations, signage and other applications.
We began with a workshop with GEN’s main stakeholders, connecting the creative direction to Future Forward’s strategy. The idea was to show both sides of GEN: structured and fluid, precise and human. The brand foundation work set the tone, narrative and visual cues for the design exploration.
The identity is built around custom typography inspired by the precision of engineering and architecture: round outer shapes suggest adaptability, straight inner lines suggest discipline. Neutral colors, concrete and steel textures and Suisse Int’l complete the system. We spent extra time on lockups and modular combinations so the system could grow. The brand manual covers logomark usage, typographic hierarchy, color contrast, photography and partner logos, for everything from brochures and email signatures to large presentations.
