Challenge
Ellison, a nationwide CNC machine tool distributor, doesn’t just sell machines; they truly put themselves in the shoes of their customers and put customer success before their own. We saw their expertise and dedication firsthand because they are the largest U.S. distributor of Doosan Machine Tools, a key Ivor Andrew client. So when they asked us for an updated and modernized brand, we didn’t hesitate. As it turns out, the result was a lengthy (and award-winning) logo development process.
Solution
SKETCHES & LOGO DEVELOPMENT Ellison was looking for a new mark that represented who they currently are. The old logo looked a bit like the Netscape and Internet Explorer logos from back in the day, and they wanted something that represented their engineering services and technology support for the CNC machine tool industry. The Ivor Andrew design team was working for weeks on multiple iterations of the new Elllison logo. Then, Doug Carter (Ivor Andrew creative director) saw an image of a chip that’s a byproduct of CNC machine tools. That sparked something. He immediately went to his design team and asked for sketches of cursive Es. By the time he got back from lunch, he had nearly 10 versions, and that exploration eventually led to the final Ellison logo. Ellison was highly involved during the logo design process, and they had a “we’ll know it when we see it” mindset. There were multiple rounds of work and several handfuls of logo options. But to their credit, when they saw the final logo, they knew right away it was the perfect fit for them.
Results
Ultimately, the Ellison logo design process was an immensely satisfying one. The Ivor Andrew team worked hard to deliver the perfect visual identity, and that effort was rewarded with recognition from LogoLounge. The Ellison logo now lives among the best of the best logos from around the world. With the new logo and the MAKE MORE brand promise, the stage is set for Ellison to activate its powerful identity.
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