MetaDesign realizes naming and appearance for LafargeHolcim's digital innovation platform

With its open innovation platform "LH Maqer", LafargeHolcim is boosting the spirit of innovation in the construction industry. As a long-standing brand partner, MetaDesign provides support in strategy, naming and visual appearance.


When it comes to innovation, the construction industry still has a lot of catching up to do: What is created in the company's own innovation centers is all too often aimed only at a niche segment. In the process, the real needs of the emerging markets - where the greatest construction activity takes place - are hardly taken into account.

The building materials manufacturer LafargeHolcim is countering this by launching the digital innovation platform "LH Maqer". The aim is to bring together digital minds, industrial and software companies from around the world to enable low-cost and, above all, high-impact innovations.

As a long-term brand partner of LafargeHolcim, MetaDesign developed the brand architecture, naming and visual identity for "Maqer". The brand is to be characterized by simplicity, agility, conciseness and strikingness - from the name to the logo and colors to the digital applications.

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