You’ll be seeing lots of changes around here in the coming days and we wanted to get you up to speed with everything we’ve been working on since the new year.
The changes started at the core of the business, establishing clear and consistent brand guidelines, which reflect our existing integrity and consistency. This set of guidelines allowed us to highlight changes that needed to be made to our existing materials so the business looks, feels, and operates in concurrence with our original vision for the brand.
We gained valuable feedback meeting dealers throughout this process, who loved our products and wanted more modern marketing tools to be able to show their clients. They wanted a fresh and modern look, that reflected the luxurious nature of our products that we are crafting. These materials and tools needed to embrace our two decades of experience as a forward-thinking engineering company, showcasing the craftsmanship behind our products and services.
We found that while we loved our existing logo, the abstract nature of the design gave little context to our products or services and was also hard to read when placed over more complex imagery or artwork. We stripped the existing design down to its basic elements and used these elements to form a new logo design.
We set criteria that the new logo had to adhere to. It had to be a modular design, one that we could manipulate to suit a wide variety of scenarios. The logo had to be visually identifiable as Future Automation so that existing customers would still know that it’s us, even when everything has been refreshed. It also had to be easily distinguishable at smaller sizes for social media profile icons and on mobile displays, as we move to generate more digital and video content.
The pictorial element of the design is a minimalist representation of a display that has been rotated as if it were placed onto a Future Automation mechanism. It gives customers an insight into our services as we typically craft display mounting solutions. The ‘Display’ element of the design can also act as a literal display, showcasing particular products and services that we want to showcase to our customers.
The video below highlights some of the challenging scenarios that our current logo wasn’t suited for, such as colourful backgrounds, or complex photography. The new design overcomes many of these original flaws to remain identifiable and legible across a multitude of content.
You’ll now see this logo and guidelines permeate throughout our entire business, from our website to printed materials. This refresh is an effort to sync the quality of our visual output with that of our products.
While the website has had a visual refresh, many of the tools users have become accustomed to still remain, so it’s still easy to access your dealer portal and order online.
We have made a conscious decision to include far more visual content for all products on our website. We will be photographing and filming our products as they are crafted in our facilities and showcasing these throughout each product page for clients to see. This has stemmed from many dealers requesting that we showcase the handmade nature of our products, as they felt it was not accurately communicated on our current site.
So take a look around, there’s plenty to see. If you have any questions about the refresh you can chat to a member of our team for more information.