Gibson Engineering Co., Inc.
Gibson Engineering is a distributor of products used to automate manufacturing processes. We are also a team of engineers who know how to apply those products for maximum return on investment. We provide products, support and training to our customers in disciplines spanning robotics, vision, motion, ergonomics, material handling, safety, sensing, pneumatic automation and machine controls. Our engineers sit shoulder to shoulder with customer engineers to develop solutions which reduce time to market, increase throughput and yield, enable traceability and save energy. Our mission is to increase customer productivity, competitiveness and profitability.
Historically we have served the New England market, but several years ago we decided to stop saying no to people who wanted to do business with us in other parts of the world. Since then, while the majority of our business is still in the six New England states, we have done projects in Germany, Costa Rica, Belgium, the United Kingdom, and Mexico.
We serve anyone involved in manufacturing, but over the last few years our largest customer segment has been life science, followed by machine builders, photovoltaics, food and beverage, packaging and consumer goods.
Our top three vendors include one from Japan, one from Germany and one from the USA. Together they represent over a half a billion dollars of R&D annually.
Our key audience are engineers involved in machine design and manufacturing automation. They could be anywhere from very near retirement age to just out of school. One common theme is that engineers are by nature risk avoiders. One old maxim is that "it is every engineer's goal to reach retirement age without ever being blamed for anything". We pride ourselves on bringing "disruptive" technologies to market and being somewhere near the leading edge of manufacturing technologies.
One of the reasons for the logo redesign project is that our old logo had a map of New England as part of the logo, but our business is now expanding beyond that region. It is somewhat counter to our goals to be competing for jobs in Germany with a map of New England on our logo.
We want to leverage our successful history, while making sure we are seen as vital, energetic and enthusiastic. There is no coasting in this business, we are working for our customers every day.
One other thing that is interesting about our target customers. We do internal training every December, taking our team offline for a full week of technical training which we call "geek week". We were surprised that when customers found out about it they wanted to know if they could participate. Generally it seems our ideal customers want to wave their "geek flag" high.
To start off with we want a logo and all the associated file formats needed for web, print and publishing. Eventually we would like to add to this branding by building on the original design to differentiate some aspects of our business from others. So while to start we want a logo that appeals to our target audience, but that isn't too cartoonish, or too limiting. The company has been around for 65 years and has had only three minor logo changes in that time, so we don't want to do something that we'll have to change again next year. We think it might have some aspect of the fact that we are now doing business globally and intend to continue that expansion, and the fact that we are a technology provider with a high level of intellectual value add.
The logos included with this brief are Gibson logo.jpg which was our logo from 1987 until this year, and the Gibson_Logo_Pat.png is one which we've started using, but are not happy with and intend to change before it is too widely used.
Thank you for your time and attention.