Ultra Electronics is a British aerospace and defence company headquartered in Greenford, London, founded in 1920 as the Edward Easton Engineering Company before later adopting the Ultra Electronics name.[1] The company serves the defence, security, critical detection and control markets, with facilities in the UK, North America and Australia.[2]
Design and History
In January 2020, Ultra launched a new brand, including a new logo. The rebrand was designed to reflect “a new era in Ultra” and “a commitment to deliver for our customers from the start to the very end of everything we do.”[2] The company announced the new identity through its website, ultra.group, in April 2020.[3]
The current wordmark was registered as a trademark by Ultra Electronics Limited in June 2020. The official trademark description states that the mark “consists of the term ‘ULTRA’ in stylized font with a dot at the top-left of the letter ‘U’ and at the bottom-right of the letter ‘A’.” The description also notes that “the letter ‘A’ does not have a horizontal portion.”[4] The trademark was registered on June 22, 2021.[5]
Meaning and Symbolism
The 2020 rebrand was explicitly tied to a forward-looking message: the company stated the new identity reflected “a new era in Ultra” and its commitment to customers “from the start to the very end of everything we do.”[2] Beyond this documented statement, no official explanation of specific symbolic elements in the logo has been published in the available sources.
Typography and Design
The registered trademark describes the wordmark as using a “stylized font” for the term “ULTRA.”[4] The design features two distinctive dots, one at the top-left of the “U” and one at the bottom-right of the “A,” and omits the horizontal crossbar of the “A.”[4] No specific typeface name or designer attribution has been documented in the available sources.
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