Confidence Counts
Cannon Instrument Company was built on a simple belief: Precision matters. Since 1938, their instruments have earned the trust of laboratories, refineries and manufacturers worldwide. To build a brand platform better aligned with their bold and expansive vision, Cannon partnered with BD&E on a comprehensive branding initiative. Discoveries and insights from our in-depth research process defined the revitalization of the brand.
We recommended the brand name be shortened to Cannon, and designed a customized wordmark. An evolution of the existing logo was created with an updated graphic depiction of a shear wave, connecting the visual brand to Cannon’s technical expertise in viscosity and flow measurement. In addition, we created a new brandline—Confidence Counts.—that reflects Cannon’s promise of precision, reliability and innovation.
