Ontera is an Australian manufacturer of modular carpet tiles, founded in 1985 and headquartered in Northmead, Sydney. The company has licensed Milliken technology for more than 30 years and was acquired by Milliken & Co. in 2015.[1][2] The company is described as a design-focused commercial flooring manufacturer with long-held commitments to sustainability.[3]
Design and History
Ontera’s visual identity was developed alongside its industrial design work by the studio of Scot Herbst. The studio developed a name, logo and brand identity for the company that reflects “the natural, human-centered spirit of a meaningful endeavor with a global presence.”[4] The name Ontera is described as meaning “of the earth,” a technology with significant implications for human and planetary health.[4]
It is important to note that this Ontera, a nanopore diagnostics company formerly known as Two Pore Guys, is distinct from the Australian carpet manufacturer. Two Pore Guys rebranded as Ontera Inc. in 2019 to reflect its broader mission of providing better biological information for a healthier planet.[5] The Herbst studio’s branding work applies to this biotechnology company, not the carpet manufacturer.
Meaning and Symbolism
The Herbst studio’s branding for Ontera was designed to express the company’s connection to the natural world. The name itself, meaning “of the earth,” anchors the visual identity in the company’s mission of using technology for environmental and human health benefits.[4] The logo and identity were developed to reflect a “natural, human-centered spirit” appropriate to a global technology company.[4]
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