(Est. 2010) “Nanotronics, a 2015 Inc 5000 company, manufactures the most advanced microscopes on the market: nSpec, nSpec3d, and nPath. Nanotronics’ robust, customizable software enables these products to serve the semiconductor, material sciences, rubber, pharmaceutical, and biotechnology industries. Additionally, Nanotronics’ products are used in myriad research capacities. Nanotronics is a group of curious, creative, and polymathic engineers, scientists, machinists, designers, and business operators.”
Chermayeff & Geismar & Haviv (New York, NY)
The energetic visual identity created for the company suggests light, precision, and inspection.
Images (opinion after)
The old logo had a very amateur look, with the poor unicase approach and the unfortunate special "N" with its extended arm and cropping in a circle that I'm guessing was meant to convey microscope-ness. The new logo is a much more confident statement with an abstract "N" monogram that conveys refraction and precision. I also like that it feels like a "dangerous" logo with really sharp corners that, with other clients (or designers), would have been rounded for softness and approachability. The wordmark is a nice, if spare, complement and I'm not sure about the lock-up as the monogram becomes rather huge; it works better in a horizontal lock-up as seen in the booth renders below. Overall, this does feel very Nanotronicky (or like it belongs in the kind of advanced, detailed, optical technology sector it operates in).