Identity design with a royal upgrade

Van Beest
Industry & Engineering


Royal Van Beest Group, as a world leader in manufacturing high-quality lifting equipment, decided to give their visual identity a “royal upgrade. Given the company’s centennial and growth, with offices around the world, there was a need for an updated, regal brand look befitting their status and international allure.

B2B BrandingBrand designBrand ExperienceBrand valuesCommunicationsCorporate IdentityGraphic designOrganizational CultureRebrandingSigning


The old Royal Van Beest Group logo, with its playful letterform and product integration, competed too much with the visual identities of the sub-brands within the group. This created confusion and a lack of distinction between the umbrella group and individual companies. The challenge was to restyle the visual identity to a more regal and distinct look, without losing the essence and heritage of the brand.


WADM took the lead in the restyling, with the old vignette giving way to a new, crowned logo. This new design creates a clear separation between the Royal Van Beest Group and the underlying product brands. The distinctive lines, retained from the old logo, have been transformed into carriers of the crown and a subtle marking of the “B,” referring to the old vignette. This change brought a regal elegance and clarity to the brand image.


Royal Van Beest Group’s new visual identity has given the brand a stately and recognizable look, befitting their position as a market leader. The color gradient from blue to green enriches the visual palette without changing the original colors, making the application of the new design both flexible and representative for various branding purposes. The renewal honors the company’s rich history and emphatically positions the Royal Van Beest Group as a royal and leading player in the international market.

Want to know more?