Rebrand Recap: Tekna's New Identity Takes Shape
Over the past thirty years, our business has expanded in ways we couldn’t have imagined—thanks to our talented people and their commitment to reliability and innovation. Earlier this year, we decided it was time for a rebrand identity to follow suit.
At Tekna, idea sharing and role versatility is at the core of our business. We believe our unique ability to research, design, build, and bring a concept through to market is what sets us apart. When we began evaluating our branding and how it reflects these qualities, we naturally turned to our own people. We started with surveys, focus groups, and conversations about every aspect of our business.
Through this collaborative process, we discovered three key themes that embody our rebrand.
1 – Established but fresh.
2 – Inviting but strong.
3 – Serious but playful.
How does this translate to our visual brand? Take a brief look at how we created and analyzed countless versions of our logo.
Our name, Tekna (a derivative of the Swedish word teckna, meaning “to draw or design”), followed by a period, represents who we are and how we work. It is an embodiment of our company values: curious, creative, authentic, trusted, and driven. All of this defines our tone, voice, and visual style. Most importantly, it puts down on paper what we’ve always known.
Last month marked the launch of teknateam.com, our new website and the centerpiece of our rebranding initiative. Stay tuned for more, as we continue to unveil elements of our exciting new identity!