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.