Excerpt:
RCI’s Logo and Slogan
Before the summer of 1998 there were two separate company names: “Rutherford Controls Ltd.” in Canada and “Rutherford Controls Inc.” in the US. The message that was being sent to the market was not clear. One name and one logo were needed in order to create better brand recognition. With export sales on the rise, a consistent brand image could also help establish a bigger global presence. Since the Rutherford name was established, it made sense to keep it. It was decided that both companies would be called Rutherford Controls Int’l Corp. Next a logo was needed… something that would send the right message worldwide. Following the example of other successfully branded companies (IBM, KFC etc.), Rutherford Controls Int’l Corp. was shortened to the acronym RCI. The grey “swoosh” was added to signify motion, moving forward, and change, but it also gave RCI’s identity a global feel. “Rutherford Controls” was kept at the bottom so that people could still associate the new image with the same company. (…)
Source:
RCI - Branding Manual [PDF]
