Meet our new identity
Built on experience.
Designed for the future.
Over the coming months, you will begin to notice some changes across HT Bendix.
As our business has grown, so has the need for an identity that better reflects who we are today and where we are heading tomorrow.
That is why we are pleased to introduce our new visual identity.
Alongside a new logo, you will see updated colours, typography and communication across our website, exhibition stands, email signatures, sales materials and more.
Product range
In the months ahead, HT Bendix will be presenting a new standard assortment aimed at multiple segments. The range will be introduced across our different platforms and will support our new identity.
From Three Trees to Flow Forward
For many years, the three trees in our logo have symbolized our roots in the timber industry. While those roots remain important, the company behind them has grown and changed.
Today, HT Bendix does much more than distribute products.
We create flow across sourcing, logistics, compliance and development, so our customers can focus forward.
That sentence holds the two words behind our new tagline, Flow Forward: flow is what we contribute, forward is what our customers gain.
The details
The small notches on the I and the X are a nod to handles, fittings, table legs – to products in general. On the X they also strengthen the sense of an arrow pointing ahead.
Our green universe is preserved, but at a new temperature: less industrial, more advice, quality, aesthetics and craftsmanship – closer to the way we actually work with our customers today.
First presented internally
The new identity was introduced to all colleagues at our staff meeting on 11 September 2026 before being shared externally.
We are excited to begin bringing it to life across all markets and touchpoints in the months ahead.
See it in person
Customers and partners can experience the new identity first-hand at the opening of our new showroom at Rønnevej 4, 7400 Herning, Denmark, on 12 and 13 November 2026, where new products and fresh inspiration will be showcased alongside our new expression.
