The strongest industrial logos often begin with a real product detail. REX makes insulated roof and wall panels; Hunt’s identity uses the profile of those panels in the paws of a bear the company already used. This is a small but concrete change. The character now belongs more clearly to REX than to a generic idea of strength.
Hunt’s official case says the growing company needed a system for more applications. Rather than discarding the bear, the studio formalized it as the brand mark. The same panel shape influenced custom lettering made with Order Type Foundry, based on its metal-stamped Vanity typeface.
Why the bear works beyond a mascot
A bear can suggest toughness, but that alone is common branding shorthand. The paw detail ties the symbol to REX’s actual panel profile. In the construction drawing, the change is visible without loading the mark with a written explanation. At small size, the silhouette still reads as an animal; up close, it rewards a second look.
Image: Hunt REX product catalogue using the new identity
The product catalogue is a harder design test than a launch poster. Buyers need dimensions, performance data and product distinctions. A symbol with personality should help identify the supplier while leaving space for those facts. Hunt’s catalogue image shows the brand carried into a practical sales tool.
Type made from the same material idea
Hunt says the custom version of Vanity borrows the panel shape, while the original typeface draws on letters stamped in metal for licence plates. That chain of references is useful because the lettering feels industrial for a reason. It also keeps the wordmark and bear in the same world without copying the exact bear silhouette into every letter.
The system extends to datasheets, presentations, social templates, a Webflow site and physical signs. A building application shows whether the mark holds at distance and against a real structure. The restrained palette helps the green accent remain noticeable rather than becoming noise.
Image: Hunt REX identity on building signage
A practical test for manufacturers
Look for a feature customers can recognize on the product itself: a profile, joint, finish or motion. Translate it once into the mark or type, then check it in a specification sheet and on a vehicle or building. REX shows that a familiar mascot can become more ownable when one precise product clue is added.
If you are building an industrial brand, test a sturdy wordmark alongside a simple symbol. A brand kit can keep technical documents consistent, and mockups reveal whether the mark still works at site scale.
