Goodbye to novelty
It’s not about printing a pair of socks, it’s about improving how we manufacture things
Because 3D printing is so cool to look at, many companies base their brands around the objects they can print. With Stratasys, we wanted the visual identity to capture something more valuable: the B2B benefits, so that it can entice bigger customers and unlock new markets.
Moving from additive manufacturing to ADD
3D printing is known as ‘additive manufacturing’, but this industry term underplays the great impact that companies like Stratasys can have on the speed, efficiency, and creativity of manufacturers. So we opened up the promise, from the restrictedness of ‘additive’ to the creative possibilities of ADD.
Squeezing fresh meaning out of the existing symbol
Stratasys and its logo are already well known. The task was not to start afresh, but to build on the current assets of the brand. The new design system, which expresses the new promise of ADD, adds richness without compromising brand recognition.
Leaders own the core concepts of their industry
In a competitive and growing industry like 3D printing, how can brand strategy and design protect a leader’s status? Whether it’s IBM with ‘Smart’ or Lego with ‘Build’, the one thing that leaders have in common is that they own the core concepts of their market. Now, with ADD, so does Stratasys.
« Stratasys’ rebrand is not a fresh coat of paint. It’s a redefinition of the market and the start of a serious conversation with the world’s manufacturers »
Maria Belousova, Senior Consultant
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