Beck Instruments

Beck Instruments, a 60-year-old surgical instrument company, needed to be ushered into the 21st century.

With an eye on the future and a nod to its past, Gath Design rebranded Beck’s identity to help keep their competitive edge.


Founded by Ernest A. Beck in 1954, E.A. Beck & Co. earned the position as one of the leading providers of high-quality surgical instruments in the United States. Now run by the daughters of Ernest Beck, they decided to take the business into the next century and reinforce their position as a leader by evolving their brand image. Gath Design helped lead the charge in updating their name and image. The new identity reflects the new Beck name, yet within the logo it fondly and subtly pays homage to EA, the man who started it all.

before after logo design