Bower Bearings by NTN Brand Identity

NTN sought our assistance on how to best utilize the power of the Bower brand name. Using a brand awareness survey as the foundation of our research, our team took an in-depth look at Bower’s brand presence, in the media, and across all of Bower’s collateral. The research showed awareness of both the Bower and NTN brands, as well as Bower being associated with high quality and reliability. However, there wasn’t always a clear correlation of the relationship between Bower and NTN. Connecting the two brings more credibility to both brands, so our strategy team developed rules for brand messaging hierarchy, always mentioning NTN as a secondary element, whenever using the Bower brand name.

We also developed a tagline, “HEAVY DUTY BEARINGS by NTN,” to always be shown with the current Bower logo. Our mission was to drive home the message that NTN produces the well-known Bower brand bearings. Applying this messaging consistently across all Bower products and materials will clearly convey the brand umbrella between brand, product and parent company. Our team then designed brand guidelines and a sell sheet template, providing a modernized look for the Bower brand.