Applied Sciences in Cedarville, OH was planning on breaking into consumer markets. Specifically, they saw major opportunities in outdoor gear like snowboards, skis and beyond. They had been truncating their brand name to "ASI." As shown in the Google Images results below... the logo wasn't ownable and they were missing out on their descriptive name. We developed a brand position and identity to help Applied Sciences successfully connect with consumer markets for years to come.
The identity was dated did not connect with the household-name consumer products in the electronics, automobiles, power tools and outdoor/adventure gear spaces that they were targeting. The goal was to explore and develop a mark that was true to the "Strength in Nanos" positioning and develop something Applied Sciences could own, build a story on and feel confident in. The brand had to remain familiar and trusted to NASA and the US government and military branches (all past and current contracts). Applied Sciences had to own their brand while looking like they belonged in the new spaces they were breaking into.
Applied Sciences offering is impressive, proprietary, unique and game-changing. Seriously, if Tony Stark were a real person, he would be contacting them. Though their product and processes are impressive and globally known, the company is small and niche. Their location is hidden and understated in the cornfields of Cedarville, OH. The positioning statement "Strenght in Nanos" was built on a playing off the the well-known phrase, "Strength in Numbers." The tagline/messaging proves that their power comes from their proprietary nanomaterials, not their physical size. This is conceptually true of the materials they work with, nanomaterials. The advanced materials are incredibly small, but have other worldly properties.
Hexagons are representative of nanotechnology. Applied Sciences partners side-by-side with companies to research and improve their products through effective use of nanomaterials. The selected identity concept uses two hexagonal shapes locked together to symbolize this partnership and a strengthening. A metaphorical handshake. The iconic mark also represents the research and honing in on a key solution to improve a specific product.
In addition to the logo mark and messaging, the visual language of the brand had to be effective. The overall visual identity needed to look and feel like a cutting-edge, intelligent, research, and development company. It also needed to feel like it could belong with new markets like snowboards/outdoor gear and aerospace and automobile alike. With a legacy in aerospace and defense, the red white and blue color scheme was kept but evolved and modernized. The aesthetic was bolder, more confident and though Applied Sciences is a B2B company, ultimately the brand started to take on more of a consumer (B2C) feel. We explored how to do this with a technique called "stylescapes." Stylescapes are a key tool we use to develop visual languages for clients.
We also helped extend the branding to Applied Science's main, patented product, Pyrograf. In addition, Applied Sciences has a proprietary way of developing the blackest black, absorbing nearly all light. We helped name and brand this product as part of the Applied Sciences and Pyrograf family. This system also extended to an icon system to represent markets and advantages.
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