WHERE WE BEGAN

Brand Overview

In 1911, A. C. Gilbert conceptualized the Erector Set, a toy which would inspiring children to construct and engineer with endless possibilities.
Two years later, the “Erector Structural Steel & Electro-Mechanical,” was born. Over the decades, the Erector Set evolved, reaching its peak popularity in the 1930s. The company expanded its offerings to include more complex models as well as educational toys, such as chemistry sets, microscopes. Despite wartime challenges in the 1940s, Erector persevered with wooden sets during WWII. The company changed hands several times until Meccano acquired the Erector brand in 1990. Today, the Erector set is still beloved by devoted fans and Erector enthusiasts.

Timeline

1911

While watching the construction of steel girders, A. C. Gilbert got the idea for the Erector Set.

1930

30 million of the Erector sets have been sold, making them the most manufactured toy in the US.

1991

The A. C. Gilbert Heritage Society is founded. Devoted fans hold national meetings annually to celebrate and showcase Gilbert’s work.

Present

Erector undergoes a rebrand built around the original core values of the brand.

1913

A first ever national advertising campaign for a toy, “Hello, Boys!”, “Make Lots of Toys!”, launched.

1990

Meccano takes over the brand, with the Erector Set being marketed as “Erector by Meccano”.

WHERE WE ARE NOW

Brand Overview

NEW MISSION

We help all ages develop skills in innovation, ingenuity,
and connection. We want creative thinkers to explore new possibilities, so that they can invent without limitation and inevitably shape the future.

NEW LOGO

Our new mark pays tribute to Erectors inventive and playful origins while creating a clean more contemporary forward thinking logo. It is a bold blocked letter E that contains a section of a gear. The gear is a nod to the motors that the Erector Sets originally included, differen-tiating them from competitors.

WHY THE REBRAND?

Erector has always fostered innovation, believing that ingenuity is something all ages can benefit from. The new Erector will go beyond toys, our products will integrate seamlessly into daily life, encouraging play and adding limitless possibilities back into the everyday. Do you remember the joy of putting something together and creating something new? Erector does, and now we are going to rekindle that joy for you.

Moving Forward With Our Core Values
INNOVATION
INGENUITY
CONNECTION

Clients

Logo Design

To create the new brand mark we leveraged three keywords; invention, connection and possibility. Invention was selected to represent building and creating, finding new ways to reimagine what something can be. Connection represents the connection between pieces and each other, innovation through collaboration and finding strength in the collective.

Possibility represents imagination and creative thinking, seeing past what is in front of you and envisioning what else might be possible.

These three words helped guide the process of selection and were ultimately the cornerstone of the final mark chosen.

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Clients

Bringing Our
Mission to Life

ERECTOR (EXPANDED)

To advance its evolution, Erector must venture into new territories, leveraging its established reputation and expertise to explore unfamiliar industries. As Erector embarks on a new era of opportunity, it will find new ways to thrive. This venn diagram shows the potential avenues for growth within Erector’s current sphere.

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