Paramount Group’s badge had served the company for decades. It now had two problems: it lost legibility at small sizes, and it did not carry into digital media. The rebrand, Paramount Group 3.0, answered both and launched at IDEX 2023 in Abu Dhabi.
The company was changing too. Paramount was moving from legacy manufacturer to technology-driven original equipment manufacturer across land, sea and air. The brand had to carry that shift and work as well on a phone screen as on the side of a vehicle.
The work began by taking the badge apart into its four components: type, circle, globe and jet. Each was judged on its own. Helvetica gave way to DIN Bold, a typeface first used to identify German railway cars and known for its engineered look and its legibility at small sizes. The globe was retired. The circle and the jet were combined into one mark.
The result is a simple symbol in navy and gold, drawn on a construction grid, with reflective and flat versions. A DIN wordmark and lockups for Paramount Aerospace, Paramount Maritime and Paramount Land complete the system. It holds on vehicles, aircraft, the website and print.
The launch campaign carried the new mark into print and digital media under lines such as “No country should be ruled by another”, “We know no bounds” and “Tomorrow together”, with one proposition: we build defence capabilities in sovereign states.
The rebrand was a combined effort. As Executive Creative Director, Jason Bronkhorst commissioned Gavin Rooke and The New Order, who designed the identity and the launch advertising. Jason and Paramount’s in-house team took the brand into trade shows and launched it worldwide.
The new brand was unveiled at IDEX 2023 in Abu Dhabi, the largest defence show in the Middle East. The double-volume stand used scale, light and motion to transform the visitor journey. Large-format LED walls, anamorphic screens and elevated lighting elements created a cinematic architectural experience.
Its visual system combined precision-engineered motion graphics with bold product storytelling. Each asset was crafted to communicate complex capabilities with clarity, confidence and global polish.
The result was an exhibition environment that felt modern, authoritative, and unmistakably Paramount. The stand became a centrepiece of IDEX, increasing visibility, strengthening reputation and supporting commercial engagement throughout the show.
