The Challenge

The existing logo of MRO-TEK, with lettering in red and serrated gold, was created when the company came into existence in 1985. Though the founders had a strong sentimental attachment to it, we pointed out the problems it posed at many levels. To start with, the serrated gold was difficult to print. Also it created a kind of scattered look, with the image lacking coherence and sharpness. The typography too was amateurish and outdated. Now, after a decade of pioneering growth, with MRO-TEK firmly established as a leader in networking technology, there was the need for a more confident, well-defined identity.

The Solution

The identity redesign for MRO in 1994 was aimed at creating a strong brand identity for the company with a clear positioning. The confident Red and Blue underlined the dynamism and innovation, which characterized the company’s DNA. By making the tagline “Getting You Networked” an inseparable part of the logo we positioned MRO very strongly in the networking space.

After the company’s IPO in 1994, we felt the need for a more confident identity, incorporating MRO-TEK, the legal name of the company, in the logo. While we retained the Red and Blue, the font now was more sophisticated and robust. Also, there was no longer the need for the networking association to be an essential part of the logo, since MRO-TEK now was an accepted leader in the field . The new tagline “Access Every Network” in grey was understated. The confident, uncluttered look went off very well in all usage situations, from the website to road signa to signage on the company buses.