Brand Platform
Power Onward™
For over a hundred years, Cummins has powered the world’s most essential industries. As this iconic brand looks to its future, it was time to infuse it with fresh energy through strategic, creative, and comprehensive execution. Our work redefined their visual identity with the Power Onward™ tagline, symbolizing a commitment to smarter, cleaner, and sustainable power. We developed a custom font family, Cummins Innova, created a captivating brand film, and delivered over 40 global templates to ensure brand consistency. This transformation positions Cummins as an industry leader, ready to meet the challenges of tomorrow while staying true to its legacy.
Flexible Design Framework
The 35° angle is at the core of Cummins’ new design system, serving as both a symbol of breakthrough energy and a key visual identifier for the brand. This dynamic angle injects a sense of forward momentum into every composition, embodying Cummins' innovative spirit. Designed for flexibility, this foundational element adapts seamlessly across various applications, enabling the brand to evolve while maintaining visual consistency. It allows for endless possibilities, ensuring that the brand remains agile and future-focused while staying grounded in its powerful legacy of industrial leadership.
