TEI Analytical

Testing Lab Logo Refocused

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.