IDEAL Electrical™ Unveils Fresh, Modern Brand Identity

March 7, 2025

IDEAL Electrical was the first company to obtain a patent to make and sell wire connectors in the United States 96 years ago this month – and today IDEAL^® announces a modern look for the brand, which captures the company’s spirit of relentless innovation and the optimistic future of the electrical trade. 

The new brand identity – which includes a new logo, brand mark, photography, and brand voice – is meant to evoke the modern and optimistic vision the brand has for the electrical field, while also capturing the key tenets that make the brand unique in the marketplace.

“We know the electrical industry has a lot coming its way in the next decade, creating demand for new products and methods to make electrical installation more intuitive and efficient. We wanted the new logo and brand identity to capture our position as market innovators, leading the charge on solutions for the future of the electrical field,” says IDEAL Industries, Inc. Chief Operating Officer Doug Sanford. 

IDEAL Electrical General Manager Carmen Cardillo added, “We have been known as ‘the wire connector company’ in the marketplace for some time, offering the widest portfolio and highest quality wire termination options for professional electricians and contractors. Going forward, we remain fully dedicated to being the best-in-class wire connector manufacturer while also serving the electrical industry with market-changing innovations in wire installation products like fish tapes, benders, wire strippers, and more. The rebrand is meant to incapsulate our unwavering dedication to the pursuit of excellence in the electrical trade.” 

What the New IDEAL Electrical Logo Means

When it came to redesigning the logo, brandmark, and other visual elements of the brand, it was important to the branding team that electrician and electrical contractor’s feedback be at the center.

IDEAL Industries, Inc. Chief Marketing Officer Pam McMeen articulated, “Electricians were at the heart of this evolution every step of the way. We listened to their perceptions of IDEAL Electrical and built a refreshed brand identity that reflects who the modern-day electrician is – and what we, as IDEAL, do best.”

The new logo offers a modern and natural evolution of the old logo that had been in the market for around twenty-five years. Honoring our rich legacy, many elements from the old logo are incorporated in the new design. The phrase, “IDEAL” remains in italics and the box that existed in the old logo carries through to create symmetry between old and new. “Electrical” is added in small font below IDEAL to reflect the brand’s full name and dedication to the electrical industry. A diagonal line is added through the “I” and “D” in IDEAL to reflect the forward-thinking attitude and momentum the brand has in moving toward the future. The slashed line contributes to a contemporary aesthetic, reflecting the brand’s modern attitude toward innovation.

“IDEAL Electrical has changed the electrical industry in so many categories, but we’ve tended to downplay that in our communication. With this rebrand, you’ll see IDEAL taking a much bolder stance in the way we talk about ourselves, our products – and our customers,” noted CMO Pam McMeen.

“We are excited to move forward with this new look and feel in the marketplace,” says COO Doug Sanford. “It reflects who we’ve been for a while internally – with a more modern, future-forward look externally.”

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