where it started
The old identity was a blue, italic, all-caps wordmark with a swoosh through the X, used with stock photos of power stations. It served the business in its early years, but the company had grown from a team of two in 2017 to people working across 25 countries, and its identity had not kept pace.
The brief was an identity that reflected the company Exctel had become: established, international and precise, and distinct in a sector where most brands use blue and green.
the idea: >.
Exctel works in places where failure isn’t an option: offshore platforms, refineries, control rooms. Its value comes down to two things: moving the project forward, and getting it exactly right.
The symbol expresses exactly that: A chevron for momentum and a full stop for precision. The same idea runs through the wordmark: lowercase so it feels approachable, the x shaped like the chevron, and a full stop at the end.
a distinct colour system.
Black for authority, with a single orange accent that sets Exctel apart from the blue and green common across the sector. The orange is used sparingly so that it carries emphasis.
- Black
#000000Authority. The core of the wordmark. - Exctel Orange
#F69322Energy and forward motion. Used with intent. - Charcoal
#3D3B3DDepth for type and layouts. - Feather Grey
#F0EFEFRoom to breathe.
Clean and technical, easy to read on site drawings and screens. Aptos is the stand-in for Word and PowerPoint, so files the team edits themselves still look on-brand.
