CoreBrand created a new visual identity system to help unify the Tektronix business across product and service divisions. Our work included a robust
new image library and detailed guidelines for application across a range of products, collateral and online communications.

Situation

Tektronix is a leading supplier of test, measurement and monitoring equipment that provides solutions for the communications, computer, and semiconductor industries as well as military, aerospace, consumer electronics, and education. Populating design centers, laboratories, and communications networks, Tektronix products enable innovation within customers’ respective industries.

Following a major acquisition, Tektronix was essentially operating as two companies sharing a corporate logo. CoreBand was asked to help unify Tektronix, building a new visual system that complemented the strong corporate brand while offering the two sides of the business the flexibility they required in their respective communications.

In-depth interviews with Tektronix executives plus extensive research among global customers across both businesses served as key inputs to our design strategy. The new system needed to translate key themes associated with the Tektronix brand–leadership, innovation and execution–while supporting the company’s position as the world leader in measurement and monitoring.

Solution

CoreBrand created a dynamic visual system featuring an energetic Graphic Band comprised of bold imagery and color. An updated color palette helped unify Tektronix messages with a consistent look and feel. The system leveraged the visual language of their products, and was applied across all forms of communication.

A new image library was a vital component in telling the complete Tektronix story, by focusing both on their products and services, as well as on the industries and consumers who benefit from the technology Tektronix makes possible. The library offers all areas of the business the flexibility to customize communications within the controlled environment of the new visual system.

To facilitate successful implementation, CoreBrand developed identity guidelines featuring step-by-step tutorials on how to work with the system. The program was applied to data sheets, brochures, websites, presentations and product manuals.