Nexen Group

Larsen created the invented name "nexen" — a six-letter palindrome, a word that reads the same backward or forward — to brand this leading manufacturer of clutches, brakes, and rotary motion-control products.

Highlights

• The name "nexen" captures the back-and-forth motion integral to this manufacturer of clutches, brakes, and rotary motion-control products
• Because the name was invented, URL availability was easier to obtain
• The brand identity also suggests motion and control with its pleasing symmetrical appearance and stylized 'x'
• Larsen created letterhead, marketing literature templates, and a visual system to ensure brand consistency

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