United Technologies
Take off
United Technologies makes building systems and aerospace products through some of the industries' best known brands — Carrier, Otis, Pratt & Whitney and Sikorsky.
Challenges
United Aircraft's evolution into a diversified high technology conglomerate with such prominent brands as Pratt & Whitney, Sikorsky helicopters and Carrier air conditioning went underrecognized in the financial community because the parent company name misrepresented the company's broad reach.
Actions
Analyzed United Aircraft's worldwide core businesses to determine the best approach for revising its corporate identity
Recommended the new, more accurate United Technologies, name and supported visually with a distinctively modern logotype
Introduced an eye-catching symbol as a universal technology mark for all identity communications
Used the new name and symbol as keystones of an endorsement system designed to leverage the well-known names of many of the divisions by linking them to the parent corporation