BHP

In 2014, BHP Billiton engaged Diadem to replace its sky signs atop its headquarters in Perth and Melbourne.
With a rebrand in 2018, Diadem was invited to revisit those sites, as well as towers in Brisbane and Adelaide, with updated signage.
BHP is the world’s largest mining company. In 2018, BHP Billiton underwent a brand refresh, omitting the word ‘Billiton’ from its name to simply become known as BHP. These three letters made up the brand to adorn the company’s buildings in Melbourne, Perth, Adelaide and Brisbane as sky signs.
Diadem worked closely with BHP’s marketing team to make minor brand changes that translated into enhanced sky sign legibility. Increased kerning between the B, H and P letters allowed each one to be distinct. This boosted the sign’s visibility in daylight, and at night when its LED elements were illuminated.
As with all Diadem signage, safety was a key consideration from the start. Diadem assessed risk factors and set governing safety standards from inception. Public and stakeholder safety was crucial, with early standards put in place for safe delivery.
Diadem is an industry leader in viewing distance analysis (VDA), which resolves the size and scale of sky signs for ultimate legibility.
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About the
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Diadem is an integrated practice which shapes brands for the built environment.
Over the last two decades, we have helped people communicate, navigate and engage with branded spaces around the world.
Founded in 2000, we’ve grown from a single consultancy to a practice with six offices, and a team known for industry-leading expertise. Over that time, it’s been our privilege to deliver strategic signage and wayfinding for clients in a wide range of industries.
Today, our briefs continue to be interesting, challenging and diverse. Our solutions continue to earn acclaim and deliver meaningful value.
As new markets and new service offerings emerge, we’re building on our experience as an advisor on place branding, sustainable design and digital solutions. We will continue to embrace new methods and changing technology to make a positive impact – for our clients, for their communities and for the environment.
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