Fullsight – Engineering Standards Brand Identity

Brand Naming, Strategy & Positioning by Catchword

Realising that tomorrow will demand ever greater efficiencies and cooperation, SAE International, SAE ITC and PRI decided to unify under an umbrella brand. Together, they provide engineers an essential portfolio of programs, products, and services to fuel innovation and drive prosperity. They're responsible for the standards, safety, and practices of automotive, aerospace, medical devices, manufacturing, defence tech, and other industries where quality is critical, impacting the lives of millions worldwide. They asked Catchword to develop the new brand’s identity—a modern, global execution that expresses the vision of the affiliates, unites them and their subsidiaries, yet enables them to retain independence.

The design is an elegant, simple, modern logotype—all cap sans serif type with the “i” treated as a symbol. Despite being very simple, the symbol communicates a range of ideas such as end-to-end, top to bottom, mobility and progress (i.e., getting you from here to there), and balance and impartiality. In addition, the notion of two people connecting (speaking to cooperation, teaching, and service) and on opposite sides of the world (suggesting global reach) are hinted at in the design.

The symbol was extended into a visual element for the identity and is a rich resource for future design and marketing materials. The grid pattern was inspired by engineering paper as a nod to precision and guidelines, while also showing flexibility and movement. We then delivered a variety of templates in addition to the style guide.