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 Synthesis of new corporate symbol (logo), signature (logo + logotype), and identity
Condensation of division name from Nano Instruments Innovation Center to MTS Nano Instruments
Creation of comprehensive office stationery system with accompanying usage guidelines
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The new symbol, named curiosity, embodies the notion of scientific pursuit. In this case, the decreasing size of circles represents stepping stones to a final solution, denoted by the black circle—which also resembles a period—the convention used to end a sentence. The decreasing circle sizes has dual meaning and also works to symbolize the process of descending from the macro-scale to the nano-scale. The logo’s overall circular nature represents the inherent drama of science—a never-ending process of exploration and discovery.
A stylized version of the sans-serif typeface Frutiger was selected to be used in the logotype. Frutiger combines contemporary minimalist form with excellent readability.
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Designsensory conducted competitive and client research to determine opportunities for unique positioning. In contrast to the derivative and generic aesthetics of other competitors, MTS’s new identity is highly original and memorable.
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MTS Nano Instruments |
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Over the course of two decades, MTS Nano Instruments has earned the title of market leader with unparalleled products and engineering excellence.
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While past attempts at a cohesive and memorable identity have fallen short, their business performance has continued to set growth records within their space, ultimately attracting the attention of the mulinational materials sciences conglomerate, MTS Corporation. After several years of being a wholly-owned subsidiary, their aesthetics reflected the mature and |
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conservative nature of their parent corporation at the expense of proper market positioning. Realizing the need to reassert their grassroots values within the identity of their brand, MTS Nano chose Designsensory to research, develop, and deploy a new organizational identity and to extend the new aesthetics to all facets of their sensory output. |
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http://www.mtsnano.com/
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