Excelitas Technologies presented several challenges for logo design.
First, it’s a long name.
Second, the division was spun off from Perkin Elmer, whose primary logo color is blue.
The first solution to the long name was to break up the importance of the two words. Since the company’s new domain name was simply excelitas.com, it made sense to subordinate the word “Technologies”.
The executive group wanted this new company to be viewed as strong and stable, yet cutting edge, agile, and dynamic. The color preference was strong, bold, and primary.
Our research showed that their competitors used mostly a font for the name as a logo. We needed to set Excelitas apart from their competitors without making them look too different.
We chose a strong font and threaded the length of the name together with color. Using black as the primary color in the name gave it the strength. Green as a secondary color created a subtle underline with the word “Technologies”.
We generated the dynamic and agile part with the movement of the green on the “E” and “A”.
The final touch was the stylized “X”. Excelitas makes a lot of very small products that would not have room for the full name and logo, so this “X” was designed to be the branding element.