The Problem
Bartley RF Systems is a leader in the design and manufacture of wireless basestation filter systems and filter assemblies for the mobile telecommunications industry. Founded in 1995, Bartley RF began with a logo logo that resembled Ford’s. Bartley RF was unhappy with this similarity, as it had low tech and industrial implications. Also, their parent company, Bartley Machine was using the same logo, though in a
different color. In 2000 Bartley RF moved to a brand new facility and wanted a brand new identity to go with it. They wanted a logo that would position them as a high tech design and manufacturing company. Also, they wanted to visually convey their area of expertise: Radio
Frequency Filters.

The Solution
With our interview process, Ellicott’s intention was to hone in on the ”essence” of Bartley’s products. Often times this is a useful process for the client as well, in that it enables them to define themselves and their products more succinctly. After asking a long series of questions, it was determined that the goal of all their filters ultimately is to extract only the desired portion of a radio frequency wave. Thus, it
became clear that the RF wave must be the focal element of the logo. There are two ways to visualize RF waves, one is with a series of concentric rings and the other is with curves on a graph. In addition to a more contemporary look, this is what we kept in mind when developing concepts.

The Results
The logo ultimately chosen by Bartley helped not only to boost their recognition within their customer base, but it caused them to be noticed by the other major players in their industry. Nokia and Erikson, for example, consequently contacted Bartley concerning possiblebusiness opportunities. Incorporating a filter response curve into the logo gave Bartley a much cleaner, technology-oriented image and helped them to break away from their parent company. Bartley was very pleased with the results. The logo was applied in many forms to their new facility, giving them the dramatic boost they had desired.