TechMaster Electronics, headquartered in Vista, California, recently expanded into international markets with new locations in Thailand and Vietnam. With this expansion brought a huge challenge of maintaining brand consistency. I met with Mike Lynch, CEO of the company, and discovered that their logo had lost its luster over the twenty years. During our discovery phase, their marketing team had over fifteen variations on the logo, along with outdated collateral. Also, their domestic and international offices lacked an organized process and use for their company logo, brand images and messaging. TechMaster Electronics needed to tell their story in a more consistent way and position themselves as leaders in the global test equipment industry.
Logo Exploration and Branding
With every logo design project, we ask key leaders in the company to complete the Studio’s Brand Equity™ (BEV) Value questionnaire. This proprietary process enlightens us to many aspects of our client’s business, objectives and vision for their company. We do a lot of competitive market research so that our creative design and branding is unique and appeals to the target audience. The entire Studio works together to come up with the best design and best solution. We design multiple logos, present them to the client, then start refining the mark and logotype. We enjoy this process a great deal, as logo design is the beginning of branding a company, product or service.
After the final logo was designed in multiple languages and for the various geographic locations, we began updating their collateral that is specifically used at tradeshows. We wrote compelling branding statements and illustrated images that would resonate with their customers. Combining a globe with a wave form from one of their calibration instruments worked well. We designed color palettes to designate the various divisions within the company and carried those colors throughout the illustration and collateral materials.
Finally, a style guide was designed that was distributed to all of their domestic and international offices. The style guide included logo use for all their offices, type families, taglines and color palettes. An internal launch of the revised logo was rolled out, celebrating the company’s growth into international markets.
“Studio 2055 saw the value and necessity of redesigning our logo. The creation of the comprehensive style guide gives our offices here and abroad the instructions to keep our branding consistent and fresh. The results have elevated our company in our market.”—Mike Lynch, CEO, TechMaster Electronics
