Novanta Naming Project
Renaming / Rebranding a global house of brands
Working collaboratively with the client, we conducted a naming exercise to develop a new moniker that captured the company’s essence: innovative and intensely focused on customer success. We arrived at “Novanta”—drawing on the root words “Innovation” and “Advantage.”
To bring the rebrand to life, we designed a bold new logo and visual system. We also updated the company’s brand positioning and messaging to better attract investors and create an environment to attract highly skilled employees. This culminated in the tagline, “Innovations that Matter.”
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