Rebranding a 163-year-old American manufacturer for a technology-forward global future.

Barnes Group Inc (NYSE: B) is a global provider of highly engineered products, differentiated industrial technologies, and innovative solutions, with a legacy including early automobiles, both world wars, the first nuclear submarines, and multiple missions to space. And now, as the business pivots toward automation, green tech, commercial space travel, and the internet of things, Barnes’ ambitious growth and evolution roadmap warrants support from an equally ambitious and evolved global corporate brand.

After an immersion into the business and marketplace geographies, including extensive interviews with key executives and teams from around the world, we zeroed in on a new brand idea, positioning, name update, and visual identity. Working alongside the company’s leadership team, we discovered that customers aren’t just looking for a reliable partner along their journey, but an effective business leader capable of forging a new path forward where one doesn’t currently exist, reimagining the arc of future innovation.

Guided by our new brand positioning, “Next-tech Evolution,” we redefined the visual and verbal identities—from shortening the name to Barnes, through to voice and messaging, and into a new visual identity system centered on a symbol that captures the story of the key Barnes advantage.