Seagate publicises 'Living Logo' campaign at global electronics exhibition
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SEAGATE TECHNOLOGY used last week's international Consumer Electronics Show (CES) to unveil a dramatic and contemporary rebranding of the company, which it says reflects how its rapidly expanding solutions portfolio is helping consumers, businesses and p
The new approach 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, it says.
The focus of the new Seagate brand is the “Living Logo”, which it says 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 throughout 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.
“The new Seagate brand is a powerful representation of the total commitment that Seagate is making to help businesses and consumers realise the full potential of ‘living’ data,” said Steve Luczo, Seagate’s chairman and chief executive officer.
“We are refreshing the look and feel of our company and we are redefining the relationships we have with our consumers, businesses and partners. The campaign will help reinforce our unique position in the marketplace – offering a wide variety of component technology, as well as complete solutions, that give our customers total flexibility in how they manage and access all of their content and data.”
The Living Logo was developed in partnership with creative agency Goodby, Silverstein and Partners. In addition to award-winning visual content from Getty Images, Seagate will enable consumers and businesses to view living data from social networks like Facebook, Twitter and other sources in the coming months.
Seagate’s new products announced at CES in Las Vegas, Nevada, last week reflect the new company brand. These included new consumer products ranging from the world’s thinnest portable hard drive at 7 millimetres thick to personal cloud solutions that enable people to easily access music, videos and documents at home no matter where in the world they are.
Seagate rolled out its Living Logo on January 4.
