United Technologies Subbrand Identity

Strategically designed an identity system to leverage the brand equity of over 40 sub-brands with the Fortune 10 parent.

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BEFORE

Areas circled in red are potential problems areas. In these places, the characters appear to be misshaped, probably due to many iterations of scanning and reproducing.

AFTER

Note the problem areas identified above have been addressed with the addition of the top of “C”, and the tail of the “a”. Also, the shape of the dot over the “i” has been changed to conform more to the horizontal nature of the typeface. The last thing to note is that the white oval has been made slightly wider at 9 and 3 o’clock.