Opinion BY Armin

A Dell-icate Redesign

Established in 1984 by Michael Dell in our hometown of Austin, TX, Dell is one of the largest technology companies in the world with 96,000 employees and it is currently number 38 of the Fortune 500. Well known for its hardware, shipping 110,000 “systems” (laptops, desktops, and netbooks) every day around the world, Dell also provides a number of IT solutions for businesses and other organizations. Around summertime of this year, Dell began implementing an evolution of its very well recognized logo. The brand group at Dell was kind and resilient enough to share with us a bit of the back story. This implementation is merely the visible result of a process that started in 2007 when Dell announced an initiative to consolidate its more than 800 creative agencies around the world — 800! — that worked with its brand resulting in a “highly fractured brand for Dell.” As an example, at one point, “Dell was using more than 15 different typefaces — and that was only for English.” In 2009 Dell decided it was time to revisit its brand positioning “while analyzing why the brand value had been declining (most notably) in the past five years.”

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