Brand design emphasises single-minded approach

Pump manufacturer and rental specialist Selwood has a name that is known around the globe. But like many companies with a long heritage – in Selwood’s case one dating back to 1946 – it had been through many acquisitions, iterations and evolutions over the decades.

The result was a thriving, diverse company whose reputation for customer service and quality was unrivalled, but whose visual identity was in need of clear strategic direction.

The company had business units individually dedicated to various aspects such as international pump sales, UK pump rental and plant hire. A strategic decision by the Selwood board to eliminate “divisions” within the business and bring the various aspects of its operations together under one banner led to a comprehensive rebrand project led by Polymedia.



The project built upon work carried out over three years working with Selwood on its communications strategy, beginning with a messaging exercise and the creation of a new website that reflected its brand values and global status.

Confident that the groundwork was in place, our design teams worked alongside Selwood to encapsulate the essence of this hugely successful brand. At all times the project was tied closely to the board’s “one business” strategy and its core values.

Selwood had previously used very dark black in some applications, giving a heavy feel to its communications. In others a pale blue had been employed, sometimes paired with a ‘jigsaw man’ motif that was a throwback to the company’s history in which several businesses worked together under the parent company. An industrial ‘building site’ yellow was also a familiar sight to Selwood’s teams and customers.

Although there was affection for the jigsaw man, he referenced the company’s past more than the current ethos, and so was given a fond farewell with thanks for his long service! The focus was on the Selwood name both as a brand and as a quality mark.

The resulting visual identity was carefully pitched to reference Selwood’s rich heritage while looking to the cutting edge, global nature of the business today the business strategy for the future.

First, the logotype was subtly refined, squaring off the D at the end of the name to differentiate it from the O, particularly in larger applications such as vehicle livery and billboards. The colour palette continued to have blue and yellow at its core, but the blue was deepened refined to better convey quality and confidence. The yellow, too, was toned down from its bright origins to become a softer variant – still referencing construction and engineering but better complementing the rest of the palette.