Seagate Technology goes in for rebranding
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US-based data storage company Seagate Technology has announced a rebranding that it says reflects how its rapidly expanding solutions portfolio is helping consumers, businesses and partners create, preserve and share their most precious content and data.
The company, which also operates in Thailand, said the new brand underscored how its extensive product solution portfolio extended its 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 “Living Logo”.
Seagate said Living Logo would showcase data as a living, vibrant thing that powered human invention, culture and advances.
Through a partnership with Getty Images, Seagate would 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, it said.
The Living Logo, Seagate
said, represented new patent-pending software technology
and would be the focus of
a national awareness campaign backed by the company’s largest marketing investment ever.
Steve Luczo, Seagate chairman and chief executive officer, said that the new brand was a powerful representation of the total commitment the company was making to help businesses and consumers realise the full potential of “living data”.
“We are refreshing the look and feel of our company and
we are redefining the relationships we have with our consumers, businesses and partners,” he said.
“The campaign will help reinforce our unique position in the marketplace with 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.
Seagate said that in addition to award-winning visual content from Getty Images, it would enable consumers and businesses to view living data from social networks like Facebook, Twitter and other sources in the coming months.
Seagate’s new brand and Living Logo has been rolled out online and the company said it would continue throughout the year.
