UltraTube
Brand identity design
UltraTube is a high performance steel tube engineered from advanced dual phase steel for demanding automotive applications. The product required a clear, confident visual identity that reflects its technical precision, structural strength, and reliability, without unnecessary decoration. This was a product brand, not a corporate one, so the focus was on clarity, performance, and trust.
The logo is a simple, confident wordmark paired with a custom “U” icon subtly shaped to resemble a steel tube. Its geometry and spacing reflect attention to detail and manufacturing accuracy.
Helvetica was chosen as the primary typeface for its neutrality, legibility, and timelessness. In an automotive manufacturing context, Helvetica communicates professionalism, clarity, and reliability. It doesn’t shout; it performs. Exactly what the product does.
The colour palette: dark blue, light blue, light grey, white, and black, reinforces trust, professionalism, and technical credibility. Blues signal reliability and engineering expertise, while neutral greys and black provide balance and flexibility across applications. The palette is intentionally versatile, allowing the identity to scale seamlessly from datasheets to large format visuals without losing clarity or impact.
Overall, the UltraTube identity is precise, functional, and purpose driven. Designed to support the product’s performance rather than compete with it.
