Elasso: Rolling Out a Breakthrough Brand


Elasso: Rolling Out a Breakthrough Brand

We’re excited for our client’s official product launch – Elasso, the only ENT electrosurgical instrument that cuts, cauterizes, and collects in one time-saving step. The Elasso tool, born in Michigan, was on full display at the AAO-HNSF Annual Meeting & OTO EXPO in San Diego earlier this month. In a short six-week span prior to the event, we worked closely with Elasso’s leadership team to develop the right brand identity for a device poised to take the ENT marketplace by storm. Head over to our portfolio for all of the details.

Elasso Brand Identity product launch - Take the ENT marketplace by storm.

Rebrand Recap: Tekna's New Identity Takes Shape

Tekna Business Cards

Rebrand Recap: Tekna's New Identity Takes Shape

Over the past thirty years, our business has expanded in ways we couldn’t have imagined—thanks to our talented people and their commitment to reliability and innovation. Earlier this year, we decided it was time for a rebrand identity to follow suit.

At Tekna, idea sharing and role versatility is at the core of our business. We believe our unique ability to research, design, build, and bring a concept through to market is what sets us apart. When we began evaluating our branding and how it reflects these qualities, we naturally turned to our own people. We started with surveys, focus groups, and conversations about every aspect of our business.

Through this collaborative process, we discovered three key themes that embody our rebrand.

1 – Established but fresh.

2 – Inviting but strong.

3 – Serious but playful.

How does this translate to our visual brand? Take a brief look at how we created and analyzed countless versions of our logo.

Our name, Tekna (a derivative of the Swedish word teckna, meaning “to draw or design”), followed by a period, represents who we are and how we work. It is an embodiment of our company values: curious, creative, authentic, trusted, and driven. All of this defines our tone, voice, and visual style. Most importantly, it puts down on paper what we’ve always known.

Last month marked the launch of teknateam.com, our new website and the centerpiece of our rebranding initiative. Stay tuned for more, as we continue to unveil elements of our exciting new identity!