Penetrene needed a brand that matched the boldness of the product. The old identity was holding it back. The new one is built on three things: black confidence, yellow energy, and a forward-facing mark that means business.
From badge to wordmark
The original logo sat inside a black rectangle, a classic industrial badge. The challenge was preserving that authority while making the mark work at any scale, on any surface. I explored dozens of directions: different weights, arrow treatments, colour arrangements, and tagline placements before landing on the final system.
The arrow chevron became the anchor of the identity. It communicates forward motion, penetration, and momentum. Paired with a condensed extrabold wordmark, it reads instantly whether it's on a product label, a workshop wall, or a browser tab.
Three colours. Zero compromise.
The palette strips back to essentials: black for authority, yellow for energy, red for urgency. Together they carry the industrial confidence the brand deserves. The typeface, Open Sans Condensed Extrabold Italic, is open source, highly legible, and packs serious punch at display sizes.
The new logo ships in two versions: a standalone wordmark with arrow for clean contexts, and a full black-background lockup for product and workshop applications.
Built and shipped on Cloudflare
With the brand locked in, I designed and built the Penetrene website from scratch, carrying the bold identity into every page. The site is deployed and served via Cloudflare, keeping load times fast and the experience reliable across Australia.
The design keeps the same principles as the logo: high contrast, confident type, and a no-frills layout that lets the product and brand speak for themselves.
