COHESIO New Materials Brand Identity: Connection Beyond Bonding

Connection beyond bonding

In 2025, Xinming Design created the positioning and visual identity of COHESIO (柯斯诺), a new brand of 广西柯斯诺新材料有限公司. COHESIO makes bonding and connection materials. The brand slogan Xinming Design wrote for it reads, in Chinese, 联结 不止于粘结: connection, beyond bonding.

The positioning redefines COHESIO from a company that sells materials into a partner that gives industrial structures long term, reliable connections. The logo is a hemisphere made of dots: the dots read like the microstructure of a material, and a row of dots along the bottom stretches into the shape of clips and connectors. Two colours, deep green and fresh green, carry the identity to business cards, folders, calendars, staff passes, event screens, hoodies and digital interfaces. The brand is still in use today.

What does a bonding materials company sell?

Bonding and connection materials are among the least visible products in industry. They sit inside a structure; customers never see them, and only think of them when something fails.

Companies like this usually brand themselves in one of two ways. One is to talk about the material, piling up specifications, performance and process. The other is to talk about technology, with a new set of blue, lines and a look of high tech. The first is professional but hard to remember; the second looks good but resembles everyone else.

So the first question for this project was: what is COHESIO really providing, in the eyes of its customers?

Xinming Design's answer: customers are not buying a drum of adhesive or a type of material, but whether a structure will hold over time, and whether a connection will stay reliable. COHESIO's brand role therefore shifts from materials supplier to partner for long term, reliable connections.

Positioning: connections that last

Around this role, Xinming Design wrote four brand foundations for COHESIO:

· Mission: to build long term, reliable connections through materials science;

· Vision: to become a new materials connection partner worth trusting for the long term;

· Proposition: connections that hold for the life of the structure;

· Values: science first, stability first, green resilience, shared success.

Two words recur across all four: connection, and long term. Connection says what COHESIO does; long term says how it differs from others.

Four slogans

On top of this positioning, Xinming Design wrote four slogans for different occasions:

· Connection, beyond bonding (联结 不止于粘结): the brand slogan, printed on the back of the business card. Bonding is what the material does; connection is what it delivers;

· Build reliable connections, create lasting value (构建可靠连接 铸造持久价值): matching the mission, used on document pouches and promotional materials;

· Driven by R&D, trusted for quality (以研发驱动产品 以品质赢得信赖): about the company's capability, used on letterheads and tote bags;

· Innovation driven, creating the future together (创新驱动 共创未来): about partnership, used on folders, calendars and event screens.

Four visual rules

To carry the positioning into visuals, the design first set four rules:

1. Connection must be visible: no abstract high tech lines; the act of connecting itself must appear in the graphics;

2. Structure needs a footing: shapes must have weight and a place to land, not float;

3. Time must enter the rhythm: reliability is not proven in a moment but over time;

4. Colour sets the hierarchy: colour is not there to decorate a mood but to separate levels and keep order.

A hemisphere made of dots

The COHESIO logo is, as a whole, a hemisphere made of dots.

Taken apart:

· The dots: of different sizes, growing smaller towards the edge, like a material magnified to its microstructure; they also give the flat shape the curve of a sphere;

· The bottom: a row of dots stretches downward and ends in notched square tips, like clips, or the pins of a connector;

· The edges: the left edge breaks into a few fragments, and a single small square sits apart at the lower right.

One figure is both the material and the connection. Read upward, it is the microstructure of a material; read downward, it is a set of connectors that lock together. This matches connection, beyond bonding: the material is the starting point, the connection is the purpose.

To the right of the logo sits the wordmark COHESIO, in wide, rounded letters, with the Chinese name 柯斯诺 below. The logo can also be enlarged into a supporting graphic, showing only one corner, across the back of business cards, folders, notebooks and tote bags.

Deep green and fresh green

COHESIO uses only two colours: deep green and fresh green.

· Deep green: the main colour, on folders, packaging boxes, lanyards, hoodies and interface backgrounds; steady and reliable;

· Fresh green: the supporting colour, on the front of business cards, notebooks, event screens and letterheads; bright and light.

Blue is the usual colour for new materials and industrial companies. By using green, COHESIO steps out of the most crowded colour in its industry, and brings out its value of green resilience. One dark and one light, the two greens also follow the fourth visual rule: colour sets the hierarchy.

From business cards to event screens

The applications shown in the design include:

· Stationery: business cards (with 联结 不止于粘结 on the back), letterheads, envelopes, notebooks, folders and document pouches;

· Calendar: a folder style calendar divided by month, with tabs reading January, February and March;

· Packaging: deep green boxes sealed with a tear strip made of dots;

· Staff items: staff passes and lanyards, a deep green hoodie and a tote bag;

· Space: an illuminated sign, and a curved screen at an event venue;

· Digital: a brand introduction page on a tablet, a web page and a smartwatch face.

The people and web address shown on this page are design mock-ups.

Deliverables and extensions

Brand positioning

· Brand role: partner for long term, reliable connections

· Mission, vision, proposition and values

· Slogans: connection, beyond bonding; build reliable connections, create lasting value; driven by R&D, trusted for quality; innovation driven, creating the future together

Logo and core identity

· COHESIO logo (a hemisphere made of dots)

· Lockup of the COHESIO wordmark and the Chinese name 柯斯诺

· Two colour system of deep green and fresh green

· Supporting graphic enlarged from the logo

· Four visual rules

Applications

· Business cards, letterheads, envelopes, notebooks, folders, document pouches, calendar

· Packaging boxes

· Staff passes, hoodie, tote bag

· Illuminated sign, event screen

· Tablet, web and smartwatch interfaces

Looking back

Three points are worth taking from this project:

1. First define what the customer is buying. A bonding materials company sells not the material but the reliability of the connection; once that is settled, the slogan, logo and colours share one direction.

2. Let one figure say two things. The dots speak for the material, the stretched dots for the connection; there is no need to put two symbols side by side.

3. Step out of the most crowded colour. Most industrial and materials companies use blue; with deep and fresh green, COHESIO stands apart at a glance.

For a company that makes bonding materials, the brand is not about the adhesive, but about how long the connection holds.

How to verify

· Client: 广西柯斯诺新材料有限公司

· Brand: COHESIO (柯斯诺)

· Year: 2025

· This case page: www.xinming.sg/en/portfolio/3312.html

Further reading

· Yanlong Biotechnology Brand Identity: A Gene, a Y and a Sprout in One Loop (www.xinming.sg/en/portfolio/3207.html)

· AP Lazer Brand Upgrade: A and P Drawn in One Continuous Laser Path (www.xinming.sg/en/portfolio/3270.html)

· Weiye Ceramics Brand Upgrade: One Plate That Spells 业 (www.xinming.sg/en/portfolio/3055.html)

FAQ

Who designed the COHESIO brand?

The positioning, slogans, logo and visual identity of COHESIO (柯斯诺) were designed by Xinming Design in 2025 for 广西柯斯诺新材料有限公司, and are still in use.

What does COHESIO do?

COHESIO is a bonding and connection materials company; the contracting company is 广西柯斯诺新材料有限公司 in Guangxi.

What is the COHESIO slogan?

联结 不止于粘结, connection beyond bonding. Three further slogans, build reliable connections and create lasting value, driven by R&D and trusted for quality, and innovation driven and creating the future together, were also written by Xinming Design.

What does the COHESIO logo mean?

The logo is a hemisphere made of dots: the dots read like the microstructure of a material, and a row of dots along the bottom stretches into the shape of clips and connectors. One figure speaks for both the material and the connection.

What are the COHESIO brand colours?

Two: deep green as the main colour, steady and reliable, and fresh green as the supporting colour, bright and light.

Which brands can learn from this case?

New materials, chemical and industrial component companies; companies whose products sit inside a structure where customers cannot easily see them; and new manufacturing brands that want to move from talking about specifications to defining a brand role.

Xinming Design is a brand systems design firm. Its work centres on systematic judgment, turning brand strategy into structures that can run and be inherited. www.xinming.sg