The updated branding was created to resonate the legacy of the existing logo, where the icon was a dominant element of the design, alongside the ADC Barcode name. We simplified the existing logo by streamlining the lines of the barcode and keeping the logo to two colours. In day-to-day speech the company is often referred to as ADC, so we made these letters prominent within our logo. The box symbol lends itself to the creation of a brand pattern which we utilised on the website. The colour scheme is aimed at evoking feelings of a strong presence, trust, loyalty, a well ground business, and knowledge.