After 40 years in the Industry, Esquire Machines – a construction equipment manufacturing company, felt the need of revamping their identity. The aim was to convey the organisation’s prowess as an international player in its field. With bold, uppercase and robust fonts, the new brand identity was created keeping in mind the company’s attributes, values, purpose, strengths, and passions. The core philosophy at Esquire is ‘Don’t Accept Defects, Don’t Produce Defects & Don’t Sell Defects’. This lead us to craft the tagline ‘Reliability. Built In.’ that was incorporated as a part of the identity.