Element Materials Technology
Branding
Design Strategy
Graphic Design
Project Overview
At the end of 2010, the multinational company Stork, B.V. sold its materials technology division to outside investors. No longer affiliated with its parent, the organization asked Cue to help create a name and brand for the new company. While the project began as a new name and logo, we recognized a bigger opportunity: to create a new-to-the-world brand imbued with all the positive equities of the old company, but with a striking expression that could differentiate it in the marketplace. The name Element describes the company’s unique ability to understand the parts as they relate to a whole, to see both the details and the big picture. Cue designed a brand identity and voice that speak to a specialized audience. Element is much more than a company that sells testing. It’s the critical link in the supply chain. The brand identity communicates credibility to engineers and industry experts, while still appearing approachable and human. It’s scientific and clear, but with a friendly, purposeful tone.Client
Element Materials TechnologyTags
branding
identity
corporate
strategy
design
B2B
aerospace
defense
oil
gas
power
transporation
website
motion
