▪ Brand Identity Development
Komasi
A bold wordmark with a disc built into the 'O', abrasives engineered to perform, batch after batch.
- Date
- Aug 2018
- Client
- Unitech, IKK Group (Jeddah, KSA)
- Discipline
- Industrial, Cutting & Grinding Discs
- Sector
- Industrial
About the project, our role, our approach
The introduction
Komasi, under the 'Premiumflex' line, manufactures cutting and grinding discs. Its heavy wordmark, with a spinning disc forming the 'O' over a blue 'Premiumflex' bar, reads as industrial strength and reliability.
Mohammed Vaseeuddin was asked to build a tough, trustworthy B2B identity for packaging, trade and distribution.
Refine the mark
Refine the disc-in-O wordmark and Premiumflex lockup.
Set the language
Define a rugged, industrial visual language.
Find the voice
Establish a confident, performance-led trade voice.
Ready the system
Set colour and type for packaging, datasheets and trade.
- 01Discovery: understand the disc range, its users and the abrasives market.
- 02Essence: frame Komasi around dependable cutting performance.
- 03System: wordmark usage, packaging architecture, palette and type.
History and heritage
Brand origin story
Komasi makes the consumables that tradespeople and fabricators stake their work on, cutting and grinding discs that have to perform every single time. The 'Premiumflex' line promises both quality and the controlled flex a good disc needs. The disc spinning inside the 'O' turns the product into the logo: this is a brand that runs on reliability under load.
Mission, vision, promise, essence statement
Vision and mission
Mission, what we do today
To manufacture cutting and grinding discs that perform consistently and safely.
Vision, future aspiration
To be the abrasive brand workshops reorder without a second thought.
Brand promise
Consistent cut, dependable life, every disc in the box.
Brand essence statement
Komasi is dependable abrasive performance, premium flex, batch after batch.
The principles that guide Komasi
Core values
Reliability
Performance you can count on, every disc.
Strength
Engineered for demanding work.
Consistency
No weak units in the box.
Safety
Built to exacting standards.
Meaning, culture, interpretation
Brand essence
Name and symbol
'Premiumflex' states the product promise; the disc-in-'O' makes the product the icon.
Cultural resonance
In the trades, brands earn loyalty through reliability, the look must signal industrial trust.
Emotional recipe
Confidence and reassurance, the disc will not let you down.
Interpretation for the brand
Keep the wordmark heavy and the blue bar strong; build packaging that reads instantly on a busy trade shelf.
Archetype, personality, tone of voice
Brand archetype
Direct, confident and practical. Komasi speaks like a trusted supplier on the workshop floor: no-nonsense, specific and proud of the product's performance.
- Primary, Hero
- Secondary, Everyman
- Tough
- Confident
- Practical
- Reliable
- Direct
Logo, typography, colour, mood
Visual identity
Sparks off steel, spinning discs, grip-textured packaging, hazard-clear typography and workshop grit. Rugged, industrial and unmistakably built for work.
A heavy, slightly condensed industrial sans matching the bold wordmark, for packaging and headlines.
A squared technical companion for specs, sizes and datasheets.
- Disc-in-O
- Sparks
- Industrial blue
- Workshop grit
- Trade shelf
- Spec-clear
First applications and handover
Business stationery
- 01Disc packaging: sleeve and box system with size/spec lockup.
- 02Datasheet: technical spec and safety template.
- 03Business card: wordmark card for distributors.
- 04Letterhead: trade correspondence and quotes.
- 05Catalogue: range overview with size matrix.
- 06Social / trade: product and dealer templates.
Clear space, minimum size, misuse
Logo usage
The mark, and how to protect it. Give it room, hold its proportions, and keep it on-system across every surface.
In their words
It is rare to find a strategist who can pivot from consumer goods to heavy industrial manufacturing. The branding for Komasi was rugged, functional, and deeply understood the B2B buyer.
Read the case studyCollapse the case study
The struggle
Selling cutting and grinding discs requires appealing to a highly pragmatic, no-nonsense B2B industrial buyer. We needed a brand that communicated durability and performance without unnecessary creative fluff.
The evaluation
We needed someone who could strip away typical agency aesthetics and build a visual system rooted in industrial rigor and heavy-duty functionality.
The execution
The strategist instantly understood the assignment. The branding process focused on high visibility on the factory floor, clear technical communication, and a rugged, dependable visual language.
The result
The resulting Komasi brand was a massive success in the B2B channel. It looked tough, performed flawlessly on packaging, and instantly signaled uncompromising quality to procurement managers and end-users.