JP Enterprises helped the Thomas & Betts Utility Group deal with what the client themselves referred to as “logo soup.”
After acquiring several competing companies, the Thomas & Betts Utility Group’s branding was becoming more and more fragmented, and the client asked JP Enterprises for help.
The challenge was that the different product brand managers were resistant to any alteration of their logos, because they feared losing brand equity. After hearing ad understanding this, JP came up with a plan that addressed the corporate need for a more unified look, while maintaining key qualities to maintain recognition of each of the acquired brands.
JP accomplished this by limiting the color scheme to black and the standard, corporate T&B blue, while including a key element and font styling from the previous brand in each logo. JP then resized the logo units so that when seen together, no one logo visually outweighed any other.
After final approvals, the logos were incorporated in all collateral, packaging, and their website.
