Emerson Electric Co., founded in 1890 in St. Louis, Missouri, as a manufacturer of electric motors and fans, adopted a new corporate identity in 2000 when it shortened its name to simply “Emerson” and introduced a new logo, its first change in more than 30 years. The company’s official history states that the new brand strategy and corporate logo were launched to reflect technology leadership and a commitment to cross-divisional collaboration. [1]
Design and History
The 2000 logo replaced a square “E” mark that had been in use since 1967. [2] The new identity was designed by Interbrand of New York and London, for which Emerson paid $1 million for the logo and related branding work. [2] The company spent a full year researching and planning the rebrand before its launch in December 2000. [3]
The new mark was a blue and silver double helix shape, arranged to form an abstract “E.” [4] It replaced the lightning bolts that had appeared in the company’s two previous logos. [2] The name change and new logo were introduced to reflect the company’s diverse product line, which had expanded well beyond its original electric motors and fans. [4]
Meaning and Symbolism
The double helix shape was described as representing Emerson’s ability to combine technology and engineering, as well as the way its divisions work together. [5] The blue and silver coils forming an abstract “E” visually tied the mark to the company’s name while conveying the integration of its various business units. [2]
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