Tektronix Unveils New Logo, Brand Strategy

Published by Tektronix UK

New Identity Showcases Emphasis on Eliminating Barriers between Inspiration and Realization of World Changing Technologies

BEAVERTON, Ore., Feb. 1, 2016 – Tektronix, Inc., a leading worldwide provider of measurement solutions, today launched a new logo and brand strategy, marking the most significant change in its visual identity in 24 years.

Founded in 1946, Tektronix is one of the most iconic companies in the electronics industry. On the eve of the company’s 70th anniversary, the refreshed logo pays homage to this heritage while pointing the way toward the next phase of the company’s evolution, one focused on accelerating the realization of innovative, world-changing technologies. The legacy Tektronix logo has been refashioned, with the angle incorporated within the logotype as an upwards gesture of progress. The sans-serif type is given character by subtly clipping the ‘T’ letterforms, echoing the blue angle. Simple, definitive lines reflect our promise of performance.

“The new logo design emerged from work we completed on behalf of our customers,” said Pat Byrne, president of Tektronix. “Through this process we interviewed over a thousand customers, partners and employees worldwide to gain insight into buyer behaviors and trends. The result is a clear focus for our brand on why customers choose our products and services.”

Electronic engineers have turned to Tektronix in search of general purpose measurement instrumentation. But as complexity and time-to-market pressures have increased, they need a much more complete solution to tackle these complex measurement problems and automate difficult measurement tasks. This in turn involves creating a stronger customer experience and brand identity that reinforces an emphasis on collaboration, integration, insight, precision, simplicity and velocity.

“We have been moving toward a stronger focus on applications and solutions to address specific customer needs,” Byrne added. “The new brand strategy reflects our evolution from a product-centric hardware company to an application-focused technology company focused on accelerating the measurement insight path for our customers with increasing accuracy, speed, and ease.”

The new logo has been rolled out across Tektronix digital and physical properties around the world, and complements a comprehensive re-design of Tektronix websites that make it easier for customers to quickly find the solutions they need. New products will use the refreshed logo going forward. Existing inventory will continue to use the current logo during the transition period.

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