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Excelitas Technologies engaged DDG to create a new identity when the $300 million global division was spun off from PerkinElmer. From the time the name was chosen, the DDG team had only a few weeks to develop a new identity before the announcement was made to the public.

All existing material was successfully rebranded in a tight 90 day window for Phase I of the transition. This included all correspondence, building signage, product id, trade show graphics, trade journal ads, over 400 pieces of collateral, from upper level brochures to data sheets, and a comprehensive guideline for using and implementing the brand use.

New Identity

The DDG team developed a new logo and a new brand identity to embody the new company’s ideals of Cutting-Edge, Solid, Agile, Dynamic, Quality-oriented, and Customer-oriented. To help exude strength and stability, they requested bold colors, other than PerkinElmer's blue.

The choice of the name relates to their goal of “Excellence” and needed to emphasize the “Excel” part of the name. We chose to develop a stylized “X” and use a short stroke of green across the “E” and the “A” to indicate forward motion and tie together the long name. The "X" could then be used separately as needed for branding and small product labeling.

Product Identity

Denison Design Group created the "Excelitas X" with a dynamic presence for use by itself on the range of products that are not large enough to fit the full Excelitas logo legibly. We created the coordinating product-line logotype treatments to incorporate the use of the "Custom Excelitas X" and keep the family of products visually connected as the line grew.

The CurX logo was angled to emphasize the element of speed without much variation from the other product lines, while subtly representing the rapid curing that is the strength of this product. The CurX label demonstrates how both the corporate logo and the product family logos work together.

Analytical Detection Trade Show

Part of the development of the brand included new trade show displays. With strong branding elements and dynamic light boxes, DDG created a this booth targeting the analytical detection side of the biological and medical industries. The posters focus on their broad portfolio of LED and Xenon lighting solutions and cutting edge low level light detection.

As a result of the strong graphics and clear message, the booth drew alot of floor traffic and qualified leads were high.

Lighting Trade Show

To attract design engineers at this medical light show, DDG combined a message of experience and innovation to provide energy efficient, low heat output, bright white light and long lasting LED and Xenon light sources.

Since this show was in Germany, we were working within the preselected hardware configuration. We emphasized the important points with graphic, benefits-based photography and concise text. We then coordinated the production directly with the German vendors for graphic output.

Medical Lighting Brochure

DDG worked closely with Excelitas to develop a brochure to describe the product lines in the context of the markets that they serve. The importance of a high level, professional brochure cannot be overstated. The corporate message and product value contained in a brochure becomes the "sales person" back at the office decision-making committees.

Denison Design Group was instrumental in developing the architecture for the brochure. The result is a clear flow of information from the product line overview to the solutions provided in the markets they serve. The design layout uses photos and graphics to direct the eye flow through the information.

Aerospace and Defense Brochure

DDG creates custom images to meet challenging specs such as this image of our secure soldiers in a non-combative feel-good message of defense. The defense and aerospace industries look to Excelitas Technologies as a valuable partner in developing innovative solutions for lighting and sensors.

Aerospace and Defense presents different challenges to design from other civilian verticals. The presentation of information is usually more detailed, yet still needs an open space to keep the information easy to read.

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