Formulaction (now Microtrac), is driven by one strong mission: through a continuous disruptive approach, we accelerate the transition of every industry by bringing scientists a faster and efficient way to directly measure end use properties.
The challenge was to create a brand with a new concept, focused on the future.
A new positioning was established: “future-driven scientific instrumentation”, along with a new tagline — “let’s reformulate the future” — which served as the foundation for the brand’s entire visual identity and graphic language.
The entire visual concept is built around transformation, symbolized by the changing letter F — a dynamic element present in all key touchpoints. It represents the continuous search for new solutions and products aimed at improving life on Earth.
That create a strong visual element to supporting all the communication materials.
