New Brand Identity with a Suite of Product Logos
Systel, Inc. needed visual identities for its growing product line.
Highlights:
- Systel, an existing client, chose to collaborate with Exhibit Network to design the visual identity for its Strike family of products
- Exhibit Network leveraged Systel’s branding guidelines to deliver a suite of product logos
- All logos bear common elements like typography for brand consistency but allow for unique, product-specific visual identities
- The Systel product logos are a great success in achieving recognition in the marketplace
The Challenge:
Systel, Inc., a leading manufacturer of rugged computing products for military, oil and gas, and manufacturing enterprises worldwide, needed a visual identity to help its military audience quickly differentiate among its rapidly expanding ’Strike’ family of products. Having successfully collaborated with Exhibit Network’s creative team on several previous graphic design projects, Systel teamed again with Exhibit Network to develop logos for each defense product.
Systel’s product branding was mainly in place, with naming based on a bird of prey that implied the traits of each individual product (e.g., agility, compactness). The visual identities to represent the products needed to evoke these attributes and communicate a ferocity and strength that would resonate with a military audience.
The logos would be used in marketing communications and on the product hardware itself. This required the designs to be iconic in nature: simple, single-color, icon-based graphics that could be reproduced at a small scale via silkscreen or laser etching.
The Solution:
Via a collaborative design process that began with simple concept drawings, Systel leveraged Exhibit Network’s creative team’s identity design experience to great success. This ongoing collaboration resulted in a suite of product logos that have achieved at-a-glance recognition in the marketplace. Each product logo is unique, with some graphically stylized and others more realistic. Still, all bear consistent elements, such as typography, that allow them to work as a family of products.
