Liger
Creating a durable, dependable brand for apex performance.
Structural Wear Products needed a bold, memorable identity for LIGER—a new premium steel wear plate built for extreme conditions in mining, construction, and heavy equipment. The product’s name, inspired by the rare lion-tiger hybrid, signaled unmatched power and durability.
LIGER needed an identity that would stand shoulder-to-shoulder with dominant competitors like Hardox and CAT—while reflecting its own unique mix of strength, innovation, and no-nonsense practicality.
Considering all brand applications
The identity had to strike a careful balance: tough, aggressive, and industrial without tipping into cartoonish or cliché territory. It also had to function in a wide range of real-world applications, from being stamped into steel to dominating the side of a service truck.
Designing a bold and flexible logo
The Liger icon we designed is a bold, abstracted liger body—graphic enough to read instantly at any size, simple enough to emboss or embroider, and distinctive enough to own its category.
The custom wordmark was crafted to complement the icon’s strong, geometric lines, reinforcing the industrial, hard-wearing personality of the brand.
The colour palette—a powerful combination of orange and black—communicates confidence, energy, and strength that really stands out.
Delivering the entire package
We delivered a complete, ready-to-launch identity package for LIGER, including primary logo designs in both horizontal and stacked formats, as well as a standalone icon in full colour and black-and-white. A detailed Brand Standards Manual outlined proper usage, colour specifications, typography, and application guidelines to ensure consistency across all touchpoints. To support everyday business needs, we created branded stationery templates, including a business card and a letterhead. We also designed a PowerPoint master template with a variety of slide styles, giving the client flexible, on-brand presentation tools for internal and external communications.
Delivering a powerful presence
From the first design presentation, the client’s reaction was immediate and enthusiastic.
The new identity gives LIGER instant recognition and credibility in a highly competitive industrial market. The icon’s versatility ensures it works as well stamped into metal as it does wrapped across heavy equipment or worn on a hat.
By combining bold design and functional application, we’ve positioned LIGER to launch as a premium product line with the power to rival—and outlast—the competition.
