Rethinking & refreshing a brand

Rayson was founded in 1965 by James E. Rayburn to supply machined components to NASA and the Air Gas Products industry. With many years of experience under its belt, Rayson was ready to rethink and refresh its look and unite the fragmented visual system.

OWDT’s goals were to distill Rayson’s success and help the organization connect with her desirable target audience. Achieving a successful design solution required aligning the organization’s visual identity with its historical success pillars. Therefore, OWDT conducted a thorough investigation of barriers and benchmarks and ran a complete positioning workshop. From this came the insight to focus on what has always made Rayson great: its emphasis on quality, organization, and innovation.

We started by working on the typeface, which is the cornerstone of all visual identities. We used Audiowide, a sans serif, technology-styled typeface composed of soft corner tubular forms. With vague nods to letter styles like that of Handel Gothic and the Converse logo, Audiowide veers off in a direction of its own for a slightly more techno-futuristic and yet cleanly readable typestyle. Then we added the ever-growing parallel lines to promote organizational and forward-thinking traits.

The new Rayson logo now expresses the hallmarks of its culture – quality, organization, and innovation – in a visual system that resonates more clearly with the audience in an increasingly competitive market.


Design Integral Visual, Verbal, and Behavioral Identity

Position the Brand for its Next Horizon of Growth

Build Brand Equity

Revitalize the Brand Experience

Modernizing the Brand Identity

Organizing the Verbal and Visual Order