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New Logo for Seagate by Goodby Silverstein & Partners
 

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Noted Jan. 7, 2015 by Armin

Industry / Corporate Tags /

About

(Est. 1979) “Seagate is the global leader in data storage solutions, developing amazing products that enable people and businesses around the world to create, share and preserve their most critical memories and business data.”

Design by

Goodby Silverstein & Partners

Related links

Seagate press release
Living Logo explanation

Relevant quote
The new brand underscores how Seagate's extensive product solution portfolio extends the company's deep expertise in data storage components into flash, systems and solutions for an even broader set of customers and partners.

The focus of the new Seagate brand is the "Living Logo", which will showcase data as a living, vibrant thing that powers human invention, culture and advances. Through a partnership with Getty Images, Seagate will be able to use the logo on its website to tell an infinite number of visual stories about topics such as technology pioneers and breakthroughs in human history. The Living Logo itself represents new patent-pending software technology and will be the focus of a national awareness campaign backed by Seagate's largest marketing investment ever.

Seagate press release

Images (opinion after)
New Logo for Seagate by Goodby Silverstein & Partners
Logo detail.
“Invention” spot introducing the Living Logo concept, animation at the end.
Screen capture I did of the interactive Living Logo on Seagate’s home page.
Opinion

(Got carried away with my post titles today, sorry).

The new monogram, perhaps some kind of "S" shape, perhaps some kind of infinity loop, perhaps something else altogether, is… lame. Maybe lame is not the right word but it's definitely nothing much on the positive end of the spectrum of words. The type is decent. The logo comes in a "Living Logo" version where the monogram is built from hundreds of images. It's a concept that makes sense and the kind of stuff advertising agencies love to pitch. It's kinda engaging when seen big and in animation as you now can on Seagate's home page; but small and static, it just looks like an asteroid ring in space.

Thanks to Daniel Newman for the tip.

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