Newton Engineering - Designs with Brains

BRAND IDENTITY DESIGN

About

Newton Engineering is a leading provider of mechanical design, mechanical analyses and a broad range of engineering products. While the company itself is very successful, their logo needed some touch ups. It was from utmost importance to them that their new logo reflected their brand values as well as being very clean, clever and simple. Therefore it was clear that I had to make rebranding.

The Concept of the Logo

Newton Engineering chose the rubik’s cube and magic square as the core of their logo—an elegant, simple, and clever structure that mirrors the kind of solutions they strive to deliver. However, the choice reflects more than aesthetics; it also draws a symbolic connection to the Israeli Supreme Court, whose emblem is also composed of nine squares. This reference highlights Newton Engineering’s commitment to values such as honesty, legality, and fairness, aligning their identity with both precision and principle.

Keeping the spirit alive?

Rebranding

Given the importance of the brand’s values, it was clear that the existing logo needed to be rebranded in a way that continued to represent the company’s core principles.

The new logo retains the nine-cube structure of the original, along with a refreshed version of the previous color palette, ensuring continuity while introducing a more modern and refined look.