the measurement insight company

Tektronix

Branding, Collateral & Signage

Tektronix solutions have supported many of the greatest advances of the past 70 years — health, communication, mobility, space — Tek makes the test equipment that allows engineers to create and realize innovative technologies with greater ease, speed and accuracy. Turnstyle collaborated with Stoke to re-orient the brand away from a focus on equipment manufacturing and signal fidelity, and toward enabling scientists and engineers to make game-changing technological innovations. As part of that process, a new logo was designed, as well as an overhaul of the company’s visual identity system.

Client

Tektronix

Disciplines

Identity,

Digital,

Print

Brand Strategy

Stoke Strategy

Product Design

Tactile

Tektronix logo

Logo

The blue line within the letter “k” harkens to the legacy logo, which included a prominent angled red line. The new logo’s simple, clean and bold geometry connotes precision and an engineer’s attention to detail.

Tektronix brand moodboard featuring typography, color palette, and visual direction for the refreshed identity system.

The redesigned logo is part of a broader visual identity system which includes several logo variations as well as a series of patterns, cropping devices and color schemes. This design toolkit gives Tek a robust set of options to allow for a balance of consistency and variety in the execution of their brand across a huge range of touch points. The redesigned identity system coincided with a design overhaul of their products (led by Seattle’s Tactile, Inc.), which allowed coordinated selection of finishes, colors and design characteristics between the brand and the products themselves.

Tektronix secondary logos.
A Tektronix oscilloscope displaying waveform data.
A Tektronix branded letterhead mockup.
Tektronix branded stationery system including letterhead, fax sheet, quotation form, envelope, notebook, business cards, and accessories.
Tektronix business card mockup showing front and back designs.
Two Tektronix hexagonal badge designs for Engineering Symposium and Technical Excellence.
Two Tektronix "Revolutioneering" campaign posters featuring a stealth aircraft and a humanoid robot.
Tektronix branded publication covers for the Bench Catalog, Product Catalog, and Sales Guide.
Tektronix brand guideline documents including logo options, typeface, and color swatches.
Three framed Tektronix brand posters showcasing the visual identity system's color palette variations.
Tektronix branded vehicle wrap mockup showing front and rear van designs.
Two Tektronix branded t-shirt mockups in black and white.
A set of Tektronix brand icons representing technology and engineering applications across industries.
The Tektronix website featuring the "smpl." campaign and Revolutioneering brand messaging.
A Tektronix "Signal Hunters" editorial web page featuring a SaskTel field technician story.

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