After GE agreed to spin off its Rugged Embedded Systems division, the new company had less than a month to develop its new name, logo, color and style–literally from scratch. Once the name Abaco Systems was selected, the Bluetext team worked around the clock to create a unique new brand.

After a thorough analysis of the rugged embedded systems market and the competitive landscape, Bluetext presented a style focused on a bright orange as its dominant feature on a gray background, to differentiate it from the field and emphasize that Abaco was a fresh approach to the market.

The Abaco Systems name was tied together with a brand mark that displays as a side-angle perspective of the letter “a” and conveys a sense of forward movement. The element is used across templates and graphics. The lower-case Abaco conveys the open and welcoming nature of the company that is focused on customer service as well as innovative technologies.