Our Rhino wasn’t always angry. But when he gets steamed up, he really gets steamed up. And that seemed like the perfect attitude for the new brand.
When Engineered Solutions began planning a rebrand of its online store, the team knew we wanted a name that felt distinctive. Something that would stand out in the industrial marketplace, but still connect to who we are and what we do.
So we started brainstorming.
We explored names inspired by geography, history, Latin, science, and engineering. We considered straightforward industrial names. We tossed out ideas that sounded technical, modern and professional.
There were plenty of possibilities. But we kept coming back to something that was already part of the company’s history: Angry Rhino.
There was a reason that name had stuck around. It had personality. It was memorable. And, perhaps most importantly, it felt like us. So instead of inventing something completely new, we decided to bring the Rhino back—and give him a new home as the face of our online store.
Why Angry Rhino?
Angry Rhino specializes in industrial products for water and steam. At first glance, water and steam might not sound angry or intimidating. Water is something we encounter every day, and steam is just what happens when water gets hot. But anyone who works with industrial systems knows there is a lot more to both.
Water can move with incredible force. Steam can operate at extremely high temperatures and pressures. The equipment used to manage them needs to be strong, reliable and built to perform.
That’s where the Rhino comes in.
Rhinos are built for tough environments. They’re powerful, resilient, and not particularly interested in backing down when things get difficult. Which is the exact mascot we wanted for a company that specializes in industrial water and steam products.
The Logo
Every part of the Angry Rhino logo has a little bit of meaning behind it. Take a closer look at the shape of the Rhino’s head and horns. The form is designed to evoke a water droplet, tying the logo directly back to one of the core areas of the business.
Then there are the three lines along the Rhino’s side. Those lines represent steam. And, of course, there’s the eye. We gave our Rhino a red eye as a little hint of his fiery side. It’s a nod to the heat of steam—and a reminder that this isn’t just any Rhino. He can be hot-headed.
The result is a logo that combines the key elements of what we do without looking like a traditional industrial logo. It’s recognizable, a little unexpected, and hard to forget.
The Brand Colors
When your business revolves around water and steam, blue seems like an obvious place to start. Blue represents water, which is at the heart of so many of the systems and products we work with. It also gives the brand a sense of reliability and familiarity.
But we didn’t want the brand to be all blue. We needed something with a little more heat.
Originally, we considered using orange as our accent color. Over time, Rhino Red was born, a red-orange shade that gives the brand a bit more energy. It also connects back to our Rhino’s red eye and the heat associated with steam.
It’s bold without being overwhelming—and it gives Angry Rhino a personality that feels different from the typical industrial brand.
Why Is Our Rhino Angry?
So, why exactly is our Rhino angry? It’s not because he has a bad attitude. Well…maybe a little. The real reason is that he wants the best for our customers.
At Angry Rhino, we’re looking for high-quality industrial products at competitive prices. We want products that are strong, resilient, and reliable—products that can handle the demands of real industrial environments.
That’s another reason the Rhino made so much sense. Rhinos are survivors. They’re built to withstand tough conditions, and they don’t give up easily. We want our products to have that same reputation.
Whether you’re working with water, steam, filtration, or other industrial systems, the equipment you choose matters. You need products you can depend on to do their job, day after day, in demanding conditions.
That’s what Angry Rhino is all about.
A New Name With Some History Behind It
A rebrand can sometimes mean leaving the past behind. For us, it was the opposite.
The more we explored new names, the more we realized that the right name was already part of our history. We just needed to take another look at it. Angry Rhino gives us a way to bring together the experience and expertise of Engineered Solutions with a brand that feels modern, approachable, and memorable.
Our Rhino may be angry, but he’s angry for a good reason. He wants tough products. He wants reliable products. He wants competitive prices. Most importantly, he wants to help our customers find the right products for the job. After all, when you’re dealing with water and steam, it pays to have a Rhino on your side.
