Uriel Electronics, a developer of electrical control devices, is transitioning from a hardware-focused company to a cloud-based solution provider. The new brand identity reflects this shift while retaining the company’s core values.

The logo reinterprets the essential control device element—the knob—into a 3D sculptural form, symbolizing the company’s evolution. The dynamic motion logo expresses ‘control’ through movement that is both stable and agile. Its angled structure, balanced proportions, and weighty design emphasize precision, stability, and a strong commitment to safety and quality.

This identity strengthens brand communication with clarity and consistency. The square-ratio symbol adapts across media, from single-color printing to digital interfaces. The color system creates a grounded and confident visual tone, while two key accent colors representing temperature enhance intuitiveness and usability.

By embedding the newly defined persona of a “trusted expert,” shaped by internal values and customer feedback on the brand, this identity strengthens trust with existing users while creating deeper engagement with new audiences.