Haldor Topsøe had been experiencing a substantial growth on new and emerging markets. This led to the need for an overall strengthening and re-evaluation of the corporate identity and branding. As specialist in the typography field, LOOP Associates was asked to help creating a more distinct and strong logotype and logotype font. After looking into strengths and weaknesses, strategic and functional considerations, we began the design process. Numerous design directions were explored and tested to find the exact and proper expression which now shapes the new logotype and logotype font. The new logotype has been well received – both internally at Haldor Topsøe, but also externally by clients and other important stakeholders. It has amongst other things been said to have a global but still Scandinavian feel and look, which initially was one of the goals and wishes from Haldor Topsøe.