Blonder Tongue Laboratories

In 2022, I rebranded a television and wireless technology pioneer founded in (and proudly made in the USA since) 1950.

After working as radar officers in World War II, Ike Blonder and Ben Tongue pooled their resources in 1950 to form Blonder Tongue Laboratories. They immediately developed and patented signal amplifiers (dubbed the Antensifier) for the new and burgeoning television market.

Years later they revolutionized the world of television again, creating what is now commonly known as cable TV.

Other innovations from Blonder Tongue include developing and patenting pay-per-view technology as well as the signal distribution technology hotels use to allow hundreds of rooms to simultaneously watch different channels from a single cable connection in the building.

Blonder Tongue’s branding became a bit diluted over the years, and was direly in need of a refresh, so their CEO reached out to me for guidance.

I did weeks of research into the company archives and found that there were some incredible logos in use in the 1960s that were well worth revisiting.

Rather than try to make a 75-year-old company feel brand new, I pushed to leverage legacy brand iconography to create something that felt true to the brand’s history and radiated timeless technology aesthetics.

We landed on a new design that felt like a hybrid of several previous logos — an updated twirling space-age baton coupled with a combination of Microgramma font for the main “BLONDER TONGUE” wordmark, and Trade Gothic for the “LABORATORIES” lettering.

In addition to new brandmarks, I created a comprehensive brand book, designed new rack mount product faceplates, and completely redesigned the company website.

Role: Creative Director, Designer
Agency: Casey Burns Creative