Electronic Temperature Instruments
- + Branding and identity development
- + Creative and design
Challenge
Electronic Temperature Instruments Limited (ETI) are the UK’s leading digital thermometer manufacturer. Since the incorporation of ETI in 1983 the visual identity has only ever evolved marginally and was last changed over 20 years ago, making the recent evolution the most significant change since ETI began.
The identity was dated and didn’t reflect the ETI of today, the liquid thermometer and serif fonts were contributing elements to this. The logo was also difficult to apply, having not been designed before digital marketing.
In 2018 ETI celebrated its 35th birthday which presented the perfect opportunity to launch a new visual identity, pointing the way towards the next phase of the company’s future, one focused on innovation and growth.
Solution
Annex worked closely with ETI marketing team and directors to evolve the visual identity, building on its strength and addressing its weaknesses – the brief was evolution not revolution. The new identity has been designed to retain the equity of the previous identity but present it with a modern feel that can be easily applied in the digital marketing age.
Many of the core elements of the previous identity, such as the colour palette and typefaces, were retained with slight tweaks. The shape was which housed the ETI initials was also born from the products which they design and manufacturer from their base in Worthing.
Once approved by the directors Annex worked closely with the in-house marketing team to develop comprehensive visual identity guidelines and road test the implementation. The identity is now be phased in through an organic renewal process to minimise any potential waste.
‘It was important that ETI retained its established values but at the same time developed a new and modern identity. The rebranding exercise will ensure that we get the right message out there’.
‘After careful consideration, we chose a new identity that reflects a more contemporary look and captures our ongoing mission to deliver quality UK manufactured products and outstanding customer service’.
Jason Webb, Operations Director