ABC Engines


Our mission
  • Product innovation
  • Branding
  • Service design
The project

Anglo Belgian Corporation (ABC) from Ghent has more than 100 years of experience in developing and producing engines and generators for maritime, railway and other power applications.
To effectively communicate this visually, ABC chose the expertise of Pars Pro Toto; we understand the story behind these technical and industrial products and provide design support to take both the brand and the products to the next level.

Branding of the engines

The industrial engines and generators are impressively large. Our formalistic approach ensures that this product becomes more intelligible and it visualizes it strengths.
Throughout the entire range this warrants a consistent visual language. Work in progress!


The rebranding exercise, on the occasion of the festive anniversary, indicates that the company keeps up with the times. The history, tradition and craftsmanship are cast in a new and contemporary design.
This appearance is an important aspect in the context of attracting the right technical workforce for a company in full expansion.
The rebranding covers most visual aspects, from logo to visual language, signage and the design of the visitors’ area.

Day of the Port of Ghent

In order to efficiently communicate during Day of the port, it’s best to use simple yet large visuals.
Pars Pro toto created striking alter egos for the various ABC engine series .
Elephant symbolize the powerful locomotive engines, whales those of ships, rhinos represent cranes and polar bear power plants. Each one of them was designed in a visual language that evokes technical ingenuity, strength and astonishment.
This was successfully applied on the temporary XL showrooms in the port, give-aways, info boards, and signage.

Interested in working with us?

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