Rebrand of large-scale wireless equipment provider for introduction to North American and global markets of a company originating in China.
The name of the company was retained to leverage the equity built up in Asian markets, but with a complete visual rebrand. In both symbol and typography, emphasis is placed on "Spruce" as the memorable portion of the name. Visual reference in the symbol is made to a 'spruce tree' form as well as built structures and some reference to familiar 'wireless' bar icons.
The new brand has greatly increased the clarity of the name and product concept. A previous somewhat dated and 'cartoonish' overall brand is being replaced globally with this more serious and trustworthy contemporary look.