Having already developed the name for Magma when they acted for Shanghai Automotive in their bid to acquire MG-Rover, we were tasked with the challenge to create an 'umbrella' identity for this group of automotive and technology advisory companies.

The identity was designed to reflect the dynamic environment of the sector and the fact Magma has a very modern view on how the industry needs to evolve from its 20th century model and in the face of industrial challenges and global environmental pressures. Our de-constructed 'M' concept efficiently bonds sub-brands for Magma Technology, Magma Innovation, Magma People and Magma Low Carbon into one overall identity and allows them to communicate with one voice.