The merger of two semiconductor giants Rudolph Technologies and Nanometrics required a suitably forward-looking name and brand to take the global business forward in a competitive marketplace.
A lean and fast-track discovery process for the strategy and naming culminated in a total focus on innovation, the core of the new positioning.
The new name 'Onto Innovation' and its new ticker symbol on the New York Stock Exchange ONTO was a clear statement of intent that captures the future-focused, forward moving innovation company.
We brought this to life through a clean, contemporary logo whose open letterforms provided an exciting basis for development of a clean, fresh visual identity that twins color and transparency to create energy and dynamism that suggests transparency and alludes to science. Combined with a judiciously used palette of crisp color and white-based photography, the brand befits a confident leader in a high-tech field.
Having just recently received the good news that the brand has won an award for its name, we’re hoping that the company continues to move Onto more exciting achievements in the future.
Silver in Logos 2021
Silver in Branding 2021
Bianca Seong, Kevin Grzejka
Thackway McCord, US
Onto Innovation, US
Creative Director: Kat McCord
Strategy: Simon Thackway
Strategy: Jonathan Paisner