Refreshing a Classic: ARM Ltd’s Soft Rebrand

Every good brand deserves a bit of TLC now and then. After all, even the most iconic logos and liveries can start to feel a little… well, lived in.

That’s exactly what happened with ARM Ltd (better known to many as ARM Reedbeds). We’d created their logo more than a decade ago, and while it had served them faithfully, it was time for a refresh that reflected the company’s evolution without losing the equity they’d built along the way.

A Company That Lets Nature Do the Work

Based in Staffordshire, ARM Ltd has been leading the way in natural wastewater treatment since the 1980s. Instead of relying on heavy machinery or chemicals, they harness constructed wetlands to do the job—transforming reedbeds into natural filters that treat wastewater sustainably. Over the years, they’ve pioneered everything from Forced Bed Aeration™ systems to the world’s first drinking water sludge treatment wetland.

Impressive stuff. But while their technology was pushing boundaries, their brand identity needed to catch up.

The Challenge

ARM’s brief was clear: update their look without throwing away the recognition they’d spent years building. It wasn’t about reinventing the wheel; it was about making the wheel look smarter, sharper, and more in line with who they are today.

Our job? To refine their visual identity—starting with a refreshed logo, updated vehicle livery, and a suite of new icons that could help communicate their services in a simple, consistent way.

Our Approach

We went back to the foundations of the original logo we created for them 10 years ago. Think of it as renovating a much-loved home: you keep the structure, but upgrade the fixtures and fittings to suit modern life.

Logo refresh: We streamlined the existing design, retaining its recognisable elements but giving it a cleaner, more contemporary finish.

Livery design: ARM’s fleet of vehicles now doubles as moving billboards—sleek, professional, and perfectly aligned with their sustainable ethos.

Iconography: We introduced a new set of icons to simplify how ARM communicate complex processes, making their services more approachable for clients across multiple sectors.

The result? A visual identity that looks modern and confident, but still feels reassuringly familiar to those who know the brand.

Why It Matters

A soft rebrand might not sound as dramatic as starting from scratch, but for established businesses like ARM, it’s often the smartest move. It shows growth and evolution without alienating loyal clients or confusing the market.

For ARM, it was about signalling innovation while holding onto trust. For us at PHd Design, it was about proving once again that small, considered changes can have just as much impact as a bold rebrand—sometimes even more.

Design is a living, breathing thing. Just like the wetlands ARM builds, a brand needs care and attention to thrive. Ten years on, we were proud to revisit our own work and help ARM move confidently into their next chapter.