United Tractors – Heavy Equipment Oil
UT Parts Oil is a lubricant product by UT Parts – a parts division of PT United Tractors Tbk. who specialize in sales and distribution of special parts for heavy equipment in mining and other heavy industries. Previously, parts were sold and marketed without a specific name, using only product code or numbers which was confusing for customers. To solve this problem, UT Parts’ management saw an opportunity to create a brand identity. As UT Parts Oil was to be launched as Heavy Equipment Oil, DID was tasked to create its new brand identity. Due to its long name, DID chose to place all the letters as close as possible to form one symbol. An oil drop and a gear symbol were added to clearly state the nature of the product. Letters “H, E, and Oil” were coloured in red calling immediate attention. Black and yellow – the standard corporate colours of UT Parts and PT United Tractors Tbk. – were used to represent Heavy Equipment Oil. Later, DID worked with the new management team to change the name to “HEO” based on our idea (bottom left).
Heavy Equipment Seal
Similar to Heavy Equipment Oil, all letters in Heavy Equipment Seal were kept close together to make one symbol. An arch (a seal symbol) was added to represent corporate confidence in providing the best quality seal products.