Here at Ergotron, since unveiling our new brand identity in January, we’ve taken steps to modernize and align the look and tone of all our internal and external assets globally. This includes our website, catalogs, business cards, trade show presence and more. The critical path in this process was a new master logo (designed and guided by the excellent team at F&N), update of sub brand logos, new brand style guides, new photography and video... and the tone of our communications.
In addition, we’ve made a commitment to our visibility here in the Twin Cities, through making our company headquarters building a true representation of our refreshed brand.
Good design has unified and amplified our vision amongst our employees and partners... and helped us increase profits. This sounds like a simple equation, and yes, the hard-work behind the scenes is often less appreciated, but I am a believer more than ever in the power of design. It may be the closest thing to a perpetual motion machine; once good design or beauty is input into a project that is shared with others, over time, usually it outputs more creative energy-power-beauty than was originally input.
Over generations, when we encounter world-class and time-less architecture, beautifully composed music, a well-crafted story or a master painting, it stirs within us an appreciation and creative-inspiration-energy.
Do I dare say that true beauty, especially when found in monumental art pieces of music and architecture, almost calls humans to transcend base things and create a culture that lifts up the positive and gives hope?
NOTE: Here is an updated article on this topic shared on LinkedIn by Louis in 2025.
