To make the "muscularity" of the products more contemporary, Bft has chosen a style featuring strong and straight lines with rounding to connect the different surfaces, showing how strength is now also associated with high technology.
Given the evocative capacity and the perceptions it arouses (strength, speed and high performance), the red colour in the company logo, perfectly in line with the chosen market positioning, was also instrumental.
Defining a company through what it does is never easy, but is fundamental so that the customer will understand its values, skills and story. Bft knows how important it is to identify and share the reasons that have made it a leading player in the sector of automation, and its strength: the products.
Give priority to comfort and ease of use, or performance and reliability? Lightness or “muscularity”?
Of the two languages characterising the automation market, Bft has chosen the area that gives priority to the product’s technical aspect and performance. Advanced technology and high functionality declined in easily recognisable forms: these are the elements that distinguish Bft from other companies in the sector.