Corporate identity must be suitable for the company which it represents and say something significant about the industry and the customer needs. In the case of ETC elektrotechnik GmbH, we have achieved this goal. Designing a visual identity for a service company, where there is seldom a standard project, but rather a bundle of bespoke of services for various private and industrial customers, requires understanding of the customers’ needs for one, and secondly understand how this branch competes.
Depending on the electronical project complexity, the services our client provides vary in a great extent. That is why, Shift placed the emphasis on the very fundamental unit in any electrical circuit – the electric charge, and developed a visual identity that acts as a firm symbol for ETC.
The beautiful aspect of this logo is the fact that the two symbols (minus and plus) can be interpreted in two ways. Firstly, it is a diagram which shows the positive polarity on the left and negative polarity on the right side. It therefore represents various electrical and electronic devices. Secondly, the logo helps establish an emotional connection by showing the mascot which remains etched in the client’s memory and helps build trust and thus the brand identity.
