In 1994, the executive team of this $30M industrial supply company realized its logo did not represent it as progressive and updated. After considering the concepts provided by Identity, E&R chose this design which better communicated their bold mission statement. Ironically, their largest competitor changed their logo shortly after and even borrowed elements from this smaller competitor’s identity. When a company re-brands, competitors take notice!
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).