Metrigraphics had just separated from a parent corporation when they engaged Denison Design Group to create a new brand for them. The name existed before the parent company had acquired the Metrigraphics Company. The name had brand value, so that would remain.

The creative brief described several important points to consider. The name was difficult for people to spell correctly. The company makes very small (5 micron) electronic circuits and other precise parts that are imbedded into other equipment built by their customers.

The first part of the process was to find a font and treatment that would make the name easier to spell for clients and prospects. This was achieved through the color difference and the font style made it easy to read.

The next part of the process was to create a unifying graphic to work with the name. Since the name is long, a graphic element is useful for further branding in other pieces without using the full name. The symbol we created is a play on both the “M” in the name and emphasizing the precision inherent in Metrigraphics’ process and production.

The color choice is contemporary, yet conservative enough to not look trendy and have a long life. Green and Blue are generally considered similar colors, but this choice of green and blue offer sufficient color contrast to be dramatic.

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