EMI is a family of companies that make custom ergonomic equipment for other OEMS. Their brand was all over the place and they needed some cohesion. So I started with some logo designs and then moved on to their respective identity materials, without alienating their customer base.
The custom alphabet evolved from some logo designs and centered on the idea of this square shape – moving it around in the letterform like it’s a piece of equipment. It was mainly used for title case typography for readability.
The graphic shows how all these letters, shapes and colors could fit together while retaining their own distinct personality.
