Dell Technologies Rebrand
by Theresa Christine Johnson on 10/18/2016 | 4 Minute Read
The best companies in tech have joined forces. To help redesign their new and improved brand, Dell (along with EMC Corporation) turned to Brand Union for a new brand architecture and identity.
“In October 2015, Dell and EMC Corporation announced the largest technology merger in history. With complementary product portfolios and customer bases, the combined company would be an unmatched end-to-end provider. Together, Dell and EMC Corporation, along with its portfolio of brands (Pivotal, RSA, SecureWorks, Virtustream and VMware), would create the world’s largest privately-controlled technology company—Dell Technologies.”
“A pivotal moment in the history of both companies, the right brand strategy—one that would not just preserve but use and grow the brands’ equities while signaling change and reinforcing a commitment to innovation—was essential to success. Brand Union partnered with Dell to help define that strategy and then bring it to life through a refreshed visual system.”
Vibrant and innovative, the Dell redesign combines the technology aspect of both companies while recognizing the human element as well. Inspiring images of beautiful landscapes and lifestyle photography make the connection of cutting edge technology with everything we do in our daily lives. The copywriting is aspirational and motivational, allowing the consumer to build a deeper relationship with Dell Technologies and its sub-brands.
“WPP global brand strategy and design agency, Brand Union, partnered with Dell to craft a brand architecture across the tech giant’s corporate structure that unified parent company Dell Technologies, consumer/client solutions sub-brand Dell, and enterprise business sub-brand, Dell EMC while also giving them distinct identities. The result is a visual language inspired by the transformation of a new day, with Dell Technologies as the radiant and optimistic dawn, Dell as the clean and fresh day and Dell EMC as the confident and vibrant night.”
“Brand Union also remained cognizant of Dell’s existing brand equity and status as a household name, unveiling a slimmer, modernized but recognizable look complete with logos, typefaces, icons, photography and color configurations for use across print, digital and out-of-home.”
Sam Becker, Executive Creative Director, Brand Union, stated, "By maintaining Dell’s heritage—canted ‘E’ included—while pivoting the new Dell Technologies entity towards continued innovation, the visual execution confidently communicates the brand’s ability to provide the essential infrastructure for organizations to build their digital future, transform IT and protect their most important asset, information.”
Designed by Brand Union