# When knowledge, practice and vision come together, a brand emerges that works worldwide

CowSignals® is an international training company dedicated to health, welfare and sustainability in dairy farming. Guided by the vision Happy Cows, Happy Farmers, Happy Planet, CowSignals® helps farmers and vets understand cows better.
That calls for a brand that is clear and reliable, and supports learning and applying – with calm, structure and worldwide recognisability.

- **Client**: CowSignals®
- **Location**: Bergharen
- **Pillars**: Brand Foundation™, Brand Design™, Brand Activation™
- **Made**: Renewed logo, Brand architecture, Identity per field of work, Brandbook, Training materials and campaigns

> Design and activation are not separate steps, but expressions of the same idea.

### Brand Design™

Brand Design focused on strengthening recognition and structure. Typography, colour and visual systems were used to convey calm and professionalism and to keep the content centre stage.

### Brand Activation™

Within Brand Activation, the materials were applied in training sessions, campaigns and online environments. They act as carriers of the brand and support the transfer of knowledge in practice.

### Materials developed

This collaboration produced, among other things, a renewed logo, a clear brand architecture, visual identities per field of work, communication materials, campaigns and online applications. All materials come from one coherent brand foundation.

![CowSignals®: logo](https://merkbaar.nl/uploads/2026/10/cowsignals-logo-merkbaar.webp)
![CowSignals®: brandbook](https://merkbaar.nl/uploads/2026/10/cowsignals-brandbook-01-merkbaar.webp)
![CowSignals®: brandbook](https://merkbaar.nl/uploads/2026/10/cowsignals-brandbook-03-merkbaar.webp)
![CowSignals®: brandbook](https://merkbaar.nl/uploads/2026/10/cowsignals-brandbook-02-merkbaar.webp)
![CowSignals®: business cards](https://merkbaar.nl/uploads/2026/10/cowsignals-visitekaartjes-merkbaar.webp)
![CowSignals®: brochure](https://merkbaar.nl/uploads/2026/10/cowsignals-brochure-02-merkbaar.webp)

### A brand that holds together

This case shows how Brand Design and Brand Activation reinforce each other when they come from one brand foundation. The materials are visible, but not leading. What remains is the coherence that creates calm, recognition and trust – without explanation.

### In practice

From one brand foundation, the brand architecture of CowSignals® was sharpened and structured. Each field of work was given its own recognisable place within one coherent system.

The renewed logo and visual identity confirm the brand and have been applied clearly, professionally and at scale – from training sessions to campaigns and online environments. That way the brand works consistently in communication and in practice, worldwide and without distracting from the content.

### Why this works

Because Brand Design and Brand Activation were developed from the same basis, the brand stays consistent and future-proof. New materials can be added without losing coherence.

![CowSignals®: manual](https://merkbaar.nl/uploads/2026/10/cowsignals-manuel-02-merkbaar.webp)
![CowSignals®: manual](https://merkbaar.nl/uploads/2026/10/cowsignals-manuel-03-merkbaar.webp)
![CowSignals®: manual](https://merkbaar.nl/uploads/2026/10/cowsignals-manuel-04-merkbaar.webp)
![CowSignals®: workshop poster](https://merkbaar.nl/uploads/2026/10/cowsignals-workshop-poster-merkbaar.webp)

> Pleasant to deal with and accurate in his work. Often needs only half a word, and that works well.
>
> Rik Neeleman, Managing Director | CowSignals® Training Company

Source: https://merkbaar.nl/en/cowsignals/ (Dutch original: https://merkbaar.nl/cowsignals/)