Corporate and brand identity accrues and strengthens over time. So it’s important to keep as much continuity as possible for as long as possible. But change happens – in companies, markets and product focus. For DesignMarks, the challenge was to transition TEI’s established logo to accommodate new requirements – while preserving the essential identity and character of the logo.
Our designers started with the company’s established T-form, expanded it to a 3-dimensional block letter, then stacked the letters in deepening layers to give the logo a more dynamic character. And voila! The shaded sides of the letters resemble the vertical bars of a spectroscopic analysis display.
Perhaps we were lucky. We prefer to think it was good creative chemistry.