Re-branding of global laser manufacturer Angewandte Physik und Elektronik (A·P·E). To create a more streamlined and modern identity, a new logo was inspired by the sine curve of laser frequencies, with curved type matched to a palette extending from the firm's distinctive blue product cases. Tonality was also changed to replace tech language with a human voice that reflects the brand's reputation for personal customer support, and a content stream was developed to showcase innovation in a customer-centric fashion. 


Content is also a strategic channel for the brand, ranging from customer support films to viral features for web, trade, events and partner marketing. This short documentary offers a worldwide look at how A·P·E OPO (optical parametric oscillator) technology is revoutionizing work in solar cells, cancer research, biomedicine, molecular research and more. A·P·E is the only company in its industry to invest in original brand content.