Elitac Wearables has launched a new brand identity to reflect the company’s expanded focus from pure technology to the integration of electronics and textiles, and from ‘ones and zeroes’ to tangible wearables that you want to wear close to the skin.
Changes include the company name – ‘Elitac’ is now ‘Elitac Wearables’ – and a new logo and brand identity. Merijn Klarenbeek, CEO of Elitac Wearables, explained the reason behind the brand redesign: “We’ve come a long way since Elitac Wearables’ humble beginnings in 2012 and we wanted our brand to reflect that.”
Early focus on haptic technology
The company was founded in 2012 by Merijn Klarenbeek, Marc Grootjen, Jasper Dijkman, Wouter Vos and Prof. Jan van Erp, who were excited about the untapped potential of haptic feedback wearables.
“Fundamentally, our focus is now on integrating this ‘hard’ technology into wearables that are soft, tangible and comfortable to wear”.
Merijn Klarenbeek remarked, “Our first wearables – the original ScienceSuit and Mission Navigation Belt – were heavily focused on haptic technology. That is why we called the company ‘Elitac’, for Elite Tactile Systems. However, over the years we have expanded our know-how from haptic feedback to sensor integrations like digital compasses, accelerometers, gyroscope sensors, etc. in addition to haptics. Fundamentally, our focus is now on integrating this ‘hard’ technology into wearables that are soft, tangible and comfortable to wear”.
Teijin investment
The investment by Teijin in 2018 sped up Elitac Wearables’ professionalisation. “It has allowed us to expand our team from 6 to 17 employees. We now have experts from every discipline required to develop wearables: hardware, software, industrial and soft goods & fashion design, researchers and project managers. We also established a state-of-the-art 180m² Wearables Lab at our new company HQ. Here we have all the necessary equipment to develop wearables in shorter timeframes.
“Our mission has not changed: We are still in the business of developing wearables that improve people’s lives, by keeping them safer, healthier and helping them perform better.”
“Our mission has not changed: We are still in the business of developing wearables that improve people’s lives, by keeping them safer, healthier and helping them perform better. Since 2012, we have collaborated with a range of partners from the professional, safety, healthcare and sports sectors to develop meaningful wearables.
Broader focus on ‘tangible’ wearables
“But our company has changed: we have matured from an innovative but scrawny start-up to a professional service provider. Moreover, we have broadened our focus from pure haptic technology to tangible wearables and the integration of electronics and textiles. To reflect these developments, we changed the company name to ‘Elitac Wearables’ and asked Studio Samoa to design a new brand identity for us.”
Marketing Manager Dani van Weert commented, “Studio Samoa has done an excellent job creating a new logo that captures our innovative and professional identity. The new identity is anchored by a layered E symbol and a softer and rounder logo that reflect the fusion of electronics and textiles. Together with last year’s overhaul of the website, we’re confident that our new look accurately represents Elitac Wearables’ vision and focus.”
To download the new logos, please visit our Press page.
