Eclectic, previously known as Oswitch by TSEE, has announced a new brand identity featuring a name change and a redesigned logo. This transformation signals the company’s evolution and commitment to staying at the forefront of the electrical technology and equipment sector.
The original logo was centered on simplicity, with a gold switch icon that symbolized reliability and functionality. Paired with a clean sans-serif font, the design projected professionalism and precision. The updated branding, however, incorporates modern elements that emphasize innovation and a connection to cutting-edge technology.
The redesigned logo features a bold, minimalist design with an experimental geometric typeface. Using negative space and sharp angles, the letters in the wordmark appear interconnected, symbolizing digital circuits and the flow of technology. Unique shapes in the “H” and “E,” inspired by the curves of electrical wires, add a tactile and innovative feel. The letters’ overall layout is balanced and unconventional, ensuring the logo is distinctive and memorable.
The wordmark is accompanied by a monogram of the letter “H” enclosed within a circle. This emblem cleverly uses positive and negative space to create a striking visual identity. The circular monogram lends itself well to various branding applications, serving as the basis for repeating patterns and design motifs. These patterns reinforce the theme of interconnection and provide flexibility for use across digital and print media.
The new color palette is dominated by black, conveying professionalism, versatility, and technical expertise. Vibrant secondary colors add contrast and a sense of energy, reflecting a forward-thinking approach. The combination of these elements ensures the branding feels modern and adaptable.
The name Helectic captures the company’s focus on electrical innovation while introducing a dynamic tone to the brand. This new direction aims to resonate with tech-savvy users and professional partners, reinforcing its position as a trusted provider of advanced electrical solutions.
This rebranding highlights the company’s readiness to adapt to the rapidly changing technological environment. By combining functionality, creativity, and a strong sense of connection, the updated design reflects the mission to innovate and excel. With its new identity, the brand strengthens its role as a leader in the industry while remaining committed to quality and reliability.
