Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Energy & Utilities, Oil, Gas, Energy, Industrial, Services, Technology

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

After two years of majority ownership by General Electric Co., Baker Hughes is now once again an independent company. To signal this, Baker Hughes articulated a new strategic focus as an energy technology company.


To create a logo and visual identity that balances their legacy and a bolder, more holistic vision of the future.


Led by a new logo, flexible visual identity system and voice, the brand is centered on being human, focused and open.

The new logo, the Mobius Arrow, symbolizes the spirit and purpose of the new Baker Hughes — to take energy forward, making it safer, cleaner, and more efficient for people and the planet. Two arrows connect to form a mobius shape, representing their focus on perpetual progress. The symbol captures the ever-changing nature of the industry and Baker Hughes’ leadership position in the era of energy transition. Its geometric style is a signal of the technological core of what they do and its infinite possibilities.

A new imagery style puts a face to the values of Baker Hughes. With an editorial, journalistic approach to photography, images capture real moments without distortion, artificial devices, or filters. That makes them feel human, not staged.


The new Baker Hughes identity uses fewer elements in impactful ways. It’s clean and direct without being too simplistic, which helps the brand stand out in a crowded space. This is accomplished by the use of white as a primary color, naturally styled photography, and approachable typeface.


Client: Baker Hughes – www.bakerhughes.com

Vice President, Brand & Strategic Communications: Ladan Slack-Smith
Senior Brand Marketing Leader: Travis Scott

Brand Strategists/Designers: Interbrand – www.interbrand.com

Executive Director, Strategy: Daniella Bianchi
Executive Creative Director, Design: Chris Campbell
Designer, Design: Ross Norman
Implementation Manager, Implementation and Production: Miguel Rivera
Senior Consultant, Implementation and Production: Robert Rosenberg
Associate Consultant, Implementation and Production: Gian Uceta
Senior Director, Client Management: Lindsey Maino
Associate, Client Management: Alexa Ebner