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New Logos for Dell, Dell Technologies, and Dell EMC by Brand Union
 

before

after

Reviewed Sep. 8, 2016 by Armin

Industry / Technology Tags /

Established earlier this year and fully launched this month, Dell Technologies is the new parent company resulting from the acquisition by Dell of EMC. In quick summary: Dell, established in 1984, is most well-known for its consumer personal computer business and is one of the largest technological corporations in the world. EMC, established in 1979, is the world’s largest provider of data storage. Together they are the world’s largest privately controlled tech company, bringing together over 140,000 employees and an offering of products and services that few others can match. The new company, Dell Technologies, will be the parent company to Dell, maintaining its consumer brand intact and officially the “Client Solutions sub-brand”; and to Dell EMC, which will be the “Enterprise Business sub-brand”. All three entities got new logos. No credit given but I believe it was done in-house, as there is a robust design team here in their Austin, TX headquarters. Update: Design and strategy were by the New York office of Brand Union.

If you want to get a little more taste of the overall Dell brand aesthetics check out their brand microsite. There aren’t a lot of things to pull out into a post for Brand New but the overall presentation sets the mood.

New Logos for Dell, Dell Technologies, and Dell EMC by Brand Union
Logo evolution. The previous version was designed in 2010.
We have reengineered our core logo assets. A modernized, thinner Dell logo signals change but maintains the heritage of one of the most recognizable brands in the world.

Dell Technologies brand micro site

New Logos for Dell, Dell Technologies, and Dell EMC by Brand Union
Dell logo detail.
New Logos for Dell, Dell Technologies, and Dell EMC by Brand Union
Dell logo construction.

The original Dell logo was one of the worst large-scale, mainstream logos, with its clunky “E”. Its 2010 touch-up was a somewhat effective evolution that, by placing the wordmark inside a circle, minimized the real estate the wordmark took, making the “E” less in your face. Considering its origin, it’s quite amazing that the new logo manages to look so good and that someone somewhere finally figured out how to make that “E” not suck. The new thickness of the letters and stroke hits the perfect density for the logo to look good at small and large sizes. It’s still a weird premise for a logo but this is the most sophisticated it has ever been and, dare I say it, cool.

New Logos for Dell, Dell Technologies, and Dell EMC by Brand Union
Dell and EMC before logos, with Dell Technologies after logo.
New Logos for Dell, Dell Technologies, and Dell EMC by Brand Union
Dell EMC logo.
New Logos for Dell, Dell Technologies, and Dell EMC by Brand Union
All new logos and color configurations.
New Logos for Dell, Dell Technologies, and Dell EMC by Brand Union
The sub-brands of Dell Technologies.
Introduction to Dell Technologies.

The Dell Technologies and Dell EMC logos bring the wordmark back out of the circle and get paired with a simple, corporate sans serif and, again, looks surprisingly good. Corporate and bland but good, solid, and effective.

Introducing the logo with a large budget, or, trailer for Mission: Impossible - Enterprise Edition.

Overall, given that we’ve (or I’ve) never thought of Dell as a bastion of great design (or even decent design) this is a great step forward for them and you can tell from how they’ve presented the brand and talk about it that they are more confident in their identity. Maybe a little too confident given the introduction video that the budget for capturing it was probably larger than what many of us charge for an identity project.

* Our younger readers might have missed this: Back in the early 2000s, Dell had these commercials where a dude finished the commercial by saying “Dude you’re Getting a Dell” and it was a thing. I usually don’t explain my titles but this one, without context, would have felt like I gave up on trying to come up with good titles.

Thanks to Tony Nguyen for the tip.

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