# Modernized Corporate Identities DeSimone Debuts a New Logo, Slogan, and Online Presence By Kalin Ned | Published 2025-11-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/corporate-identity References: [desimone](https://www.desimone.com/newsroom/press-release-brand-announcement)  The engineering consultancy DeSimone has introduced a comprehensively updated corporate identity, which includes a new logo, a revised slogan, and an [updated online presence](https://www.trendhunter.com/trends/redesigned-website). This visual transformation is intended to reflect the firm's established history and foundational principles while simultaneously signaling its ongoing development into a multidisciplinary international practice. The design of the new logo was developed in collaboration with the firm [Pentagram](https://www.trendhunter.com/trends/testosterone-replacement-therapy-program). It incorporates a custom typeface that utilizes both uppercase and lowercase letters. The aesthetic of the letterforms is intended to subtly evoke structural elements like beams and columns, a nod to the company's origins in structural engineering. The new tagline accompanying the corporate identity is 'Bridging science and humanity,' which is presented as a guiding philosophy emphasizing the application of technical expertise to achieve human-centric outcomes and foster collaborative relationships. Image Credit: DeSimone ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 26% | Activity: 25% | Freshness: 56% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Evolution of Corporate Branding:** Businesses increasingly prioritize comprehensive overhauls of corporate identities to align with evolving brand philosophies and market aspirations. - **Custom Typeface Design:** The creation of bespoke typefaces serves as a subtle yet powerful tool for brands to convey their unique stories and origins. - **Human-centric Branding Philosophies:** Emphasizing the integration of scientific expertise with human-centered outcomes is gaining traction as companies strive to express authentic, value-driven narratives. ### Industries Being Reshaped - **Branding and Design Agencies:** Agencies specializing in corporate branding are pivotal in crafting modern identities that reflect a firm's legacy and future objectives. - **Structural Engineering Firms:** Engineering firms are leveraging visual identities to communicate their foundational expertise and evolving multidisciplinary approaches. - **Tech-enabled Consultancy Services:** Consultancies that incorporate technology and human-centric values in their branding are redefining the landscape by focusing on innovation and collaboration. ## Related on Trend Hunter - [Consolidated Sports Innovation Engines](https://www.trendhunter.com/trends/innovation-efforts.md) - [Refined Interior Design Services](https://www.trendhunter.com/trends/sansa-interiors.md) - [Montreal-Inspired Vibrant Officespaces](https://www.trendhunter.com/trends/accenture-1.md) - [Dual Interior Design Concepts](https://www.trendhunter.com/trends/design-next-agency1.md) - [Creative Network Rebrands](https://www.trendhunter.com/trends/iris-worldwide.md) - [Renovated Red-Brick Montreal Residences](https://www.trendhunter.com/trends/diandra-maselli-architect.md) - [Sleek Architectural Branding Projects](https://www.trendhunter.com/trends/gkc-architecture-design.md) - [Modernized Office Interiors](https://www.trendhunter.com/trends/jodoin-lamarre-pratte.md) - [Adaptively Reused Office Buildings](https://www.trendhunter.com/trends/office-buildings.md)