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GORE

Bringing clarity to a household name in innovative materials science

CHALLENGE

From the seeming miracle of outdoor fabrics that are waterproof yet breathable to advanced materials that have transformed electronics, aerospace, telecommunications and medicine, the innovations of Gore have touched many millions of lives. In the years since it was founded in 1959, Gore has built a legacy not only as an innovator, but as an organization that innovates with purpose—solving complex challenges through the application of advanced materials.

With a milestone 60th anniversary approaching, Gore saw an opportunity to build on its heritage to shape its future legacy. The anniversary would celebrate a renewed commitment to operating as a purpose-driven organization, crystallizing what Gore stands for in the minds of Associates and customers around the world. A fresh, clear approach to the brand, from its underlying framework to its visual and verbal identity, would be one of the key elements.

SOLUTION

Gore has always been seen as a market leader and innovator. However, over time interactions with customers tended to focus on products and transactions. This, along with the relative independence of the organization’s three divisions—Fabrics, Medical, and Performance Solutions—had diluted awareness of Gore’s original purpose-driven intention.

Qualitative and quantitative research to understand brand perceptions and associations had revealed a deep hunger, both internally and externally, for a cohesive master brand. Gore called on Tenet Partners to build on the revised brand framework and help unify the enterprise under “One Gore” through robust visual and verbal identity systems

Recognizing the equity and heritage in the existing GORE Logo that Bill and Vieve Gore had a hand in developing, Tenet used its angular “alar” shape and red-and-black palette as the launch pad for a redesign of the corporate visual identity system. Incorporating the logo’s signature triangle and angled shapes was a way to reflect the innovation so vital to Gore while also making the identity more modern and forward-looking. The bold palette with Gore’s red at its core, communicates the company’s passion and serves as a metaphor for improving life.

OUTCOME

Thanks to the strength of Gore’s brand framework, the input of dozens of Gore Associates across all divisions and regions as well as more than 1,200 external stakeholders, and a close-knit, collaborative working relationship, we delivered what Gore needed: a unified master brand with new focus that’s empowering and inspiring Gore Associates around the world, every day.

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