Elevating the new brand
BHP is the world’s largest mining company. In 2018, BHP Billiton underwent a brand refresh, omitting the word ‘Billiton’ from its name to simply become known as BHP. These three letters made up the brand to adorn the company’s buildings in Melbourne, Perth, Adelaide and Brisbane as sky signs.
Diadem worked closely with BHP’s marketing team to make minor brand changes that translated into enhanced sky sign legibility. Increased kerning between the B, H and P letters allowed each one to be distinct. This boosted the sign’s visibility in daylight, and at night when its LED elements were illuminated.
