Incorporate an upward-moving design into the logotype

Tektronix today announced a new logo and brand strategy that represents the most significant change to its corporate identity (VI) in 24 years. Founded in 1946, Tektronix has established itself as one of the most iconic companies in the electronics industry. On the eve of its 70th anniversary, the company pays tribute to this heritage and charts a roadmap for the next phase of its evolution with the unveiling of the new logo, which focuses on accelerating the realization of innovative technologies that change the world.

The new logo incorporates the traditional Tektronix logo’s rising form into the logotype. The ‘T’ letter is slightly cut off from the blue rising line, adding personality to the sans-serif typeface, while the simple, evenly spaced lines reflect Tektronix’s unique commitment to product performance.

“The new logo design is driven by research we’ve done with our customers,” said Pat Byrne, president of Tektronix. “By interviewing more than 1,000 customers, partners and employees around the world, we learned a lot about buyer behaviors and trends, and the result is a clear focus for our brand on why customers choose our products and services.”

Electronic engineers have been using Tektronix products for their general-purpose measurement equipment needs. However, as design complexity and pressure to reduce product production time increase, a more complete solution is needed to solve these complex measurement problems and automate difficult measurement tasks. Reflecting this phenomenon, the new brand has an image that leads to a more powerful customer experience by strengthening collaboration, integration, insight, precision, simplicity, and speed.

“We are moving toward a stronger focus on applications and solutions that address our customers’ specific needs,” said Pat Burn, President. “The new brand strategy reflects our evolution from a product-centric hardware company to an application-centric technology company, with a focus on accelerating the measurement insights path to provide customers with accuracy, speed and convenience.”

The new logo will be rolled out globally across Tektronix’s digital and physical properties, along with a significant redesign of the Tektronix website to help customers quickly and easily find the solutions they need. New products will use the new logo going forward, while existing inventory will continue to use the current logo during the transition period.