Confidence Counts
Cannon Instrument Company was built on a simple belief: Precision matters. Since 1938, their instruments have earned the trust of laboratories, refineries and manufacturers worldwide. To build a brand platform better aligned with their bold and expansive vision, Cannon partnered with BD&E on a comprehensive branding initiative. Discoveries and insights from our in-depth research process defined the revitalization of the brand.
We recommended the brand name be shortened to Cannon, and designed a customized wordmark. An evolution of the existing logo was created with an updated graphic depiction of a shear wave, connecting the visual brand to Cannon’s technical expertise in viscosity and flow measurement. In addition, we created a new brandline—Confidence Counts.—that reflects Cannon’s promise of precision, reliability and innovation.
We are proud to be part of this new chapter for Cannon—a brand ready to define the future of measurement. The new identity is being integrated in a company-wide rollout, strengthening brand consistency and enhancing the impact of future product launches.