Give expertise a recognisable visual expression
Give expertise a recognisable visual expression by drawing on the technologies, methods and experience that distinguish your business. Teledyne e2v's Making waves platform connected its expertise in harnessing radio frequency power with its positioning as a trusted partner for innovation and delivery. Industry research had revealed strong support for the business.
The visual language drew on the movement and shape of actual electromagnetic waves, with additional elements inspired by technical drawings of the magnetron. The palette retained three existing brand colours and added turquoise. Making waves moved the messaging away from technical language without losing its connection to the business. A content plan and supporting assets reinforced Teledyne e2v's 70-year heritage of helping clients harness microwaves to fight cancer.
The practical principle is to connect a memorable expression to identifiable expertise, then support it with specific examples. Forrester's 2025 analysis identifies domain knowledge, certifications, thought leadership and proven results as ways buyers perceive provider competence, particularly in complex or regulated markets.
Sources: Teledyne e2v: Brand recognition campaign, brand expression and visual identity