Context
The Samuel Automaton Solutions Group (ASG) required a new logo and brand/logo refresh for its existing and most recent divisions, Systematix Inc, CAID Automation and, later in the process RAMP Inc. The project goal was also to create a new logo system that is amendable for current divisions and will work for future division acquisitions while respecting the Samuel Son & Co brand and the transition logo system of other Samuel & Son business groups. By the time I completed the above branding projects for Systematix, and CAID Automation, the newest division acquisition of RAMP Inc had occurred in the early Fall of 2022, allowing for the first test of this new logo system with another logo and brand refresh.
Method
The project involved a case-by-case basis for rebranding existing logos while allowing as much maintenance of autonomy as possible. For example, the Systematix logo remained almost untouched with minor colour changes to exact Samuel's hues. However, CAID Automation required a complete rebrand, removing it from its origins of CAID Industries and creating its own newly branded identity. Research of existing CAID logo marks and options led to the most straightforward and soundest solution of borrowing and custom modifying the typeface Goodtimes from Systematix to create the new CAID Automation wordmark-based logo. The RAMP logo required no wordmark changes but lent itself nicely to adding the newly iterated versions of the Samuel ASG colour and geometric additions to its logo.
Design Process
The design process involved testing various visual options and iterations until the best new design system solution was identified. Along the way, the implementation of other simplifications strengthens outcomes. For example, the RAMP logo removed the "INC" for simplification, visual clarity, and best logo practices. In addition, testing of various visuals enhanced the original RAMP logo's wordmark stand-alone character, bringing Samuel branding to the RAMP logo while balancing it with the other division logos.
Solution
The new logo system creates similarly recognizable brand marks for each division while allowing strong autonomy until all division logos may be moved toward the future singular brand of Samuel Automation. The Systematix logo remained almost untouched other than the exact hues. At the same time, CAID Automation was reborn with a new wordmark logo based on a modified display font borrowed from Systematix's Goodtimes typeface. The RAMP logos' new design, with the "INC" removed and geometric shapes added, brings Samuel branding to the logo while enhancing its stand-alone character.
Results
The result is a successful rebranding of Samuel ASG's existing and newest divisions, with similarly recognizable brand marks for each. The new logo system also works for future division acquisitions, as proven with the latter RAMP addition, while respecting the Samuel Son & Co brand and the transition logo system of other Samuel & Son business groups.
