Do you think this logo for Sensata is effective?
Story in brief
For three billion dollars, Bain Capital bought the Sensors & Controls business (essentially the ‘instruments’ piece) of Texas Instruments, to create a more focused global leader in this industrial (with a tech edge) category.
Landor’s namers played with every possible outgrowth of ‘sensor’ and its Latin root ‘sensus’, feeling / sense. They found “Sensata,” original and just odd enough to be available. The word Technologies was tacked on to reinforce diversity and more importantly, to add some hardness to an otherwise soft, even feminine-sounding name.
The design solution is simply s-e-n-s-a-t-a, written in Braille, punched up with colours to suggest diversity of markets and applications.
According to designer Nicolas Aparicio, Braille has relevance in suggesting a passion to resolve customer problems and the cool-gray-to-hot-red color flow suggests “giving life to machines.” (Process trivia: the Landor team never met their clients in person. Interviews, reviews of name lists, design presentations… all via conference call.)
Landor provided a more vertical version too, where it’s the symbol that gets small while the name pops.