Tektronix unveils new logo and brand strategy

The legacy Tektronix logo has been refashioned, with the angle incorporated within the logotype as an upwards gesture of progress.

“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 behaviours and trends. The result is a clear focus for our brand on why customers choose our products and services.”

Tekronis syays that complexity and time-to-market pressures have increased and electronic engineers need a much more complete solution to tackle 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 compliments 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.