With a trade show approaching, Bell and Howell needed promotional materials to support their latest offering: a flexible suite of multi-channel technologies including equipment, database and software. But the existing branding only spoke to their past as a manufacturer of mail-sorting equipment. They needed a new way to show customers who they were, what they delivered, and why they’re unique. But they didn’t want to abandon their roots as a manufacturer of world-class equipment. New language needed to communicate both.
The positioning of Clear Intelligence at Work was developed to reflect their new technology while still honoring the physical nature of their machines.
They wanted to keep their existing logo and colors. But they also wanted a new look that would communicate this was “not your father’s” Bell and Howell. A dynamic, motion-inspired graphic was created using variations of their blue color. This was then put inside the shape of their logo. The resulting visual was a deeper look inside Bell and Howell, showing an established but refocused company ready for the 21st century.