Dell Technolgies: Brand Identity Design
Dell Technologies is among the world’s leading technology companies helping to transform people’s lives with extraordinary capabilities. From hybrid cloud solutions to high-performance computing to ambitious social impact initiatives, what they do impacts everyone, everywhere. But their existing visual identity didn’t reflect that leadership.
The organization decided it was time to evolve, starting with an updated strategy to inform a transformational Brand Identity aligned with the optimistic, purposeful, and innovative energy of the brand.
The organization decided it was time to evolve, starting with an updated strategy to inform a transformational Brand Identity aligned with the optimistic, purposeful, and innovative energy of the brand.
The Challenge
Often in a corporate rebrand, transformation is found through the update of core brand elements such as the logo, typography or color. But this project was different. Dell Technologies knew that their foundation was right for them; the real opportunity to express the Brand Strategy was in the execution. Put simply, we were tasked with transforming the identity—without changing the brand.
The Solution
The new identity originates from the iconic “E” in the Dell Technologies logo. This single graphic was a catalyst to spark forward momentum and build collective impact—central ideas to the Brand Strategy. The approach created a graphic language that is distinctly recognizable and own-able. An expanded color palette, tone-on-tone color, thoughtful photography and illustration completed the system.
The Results
The new Brand Identity was enthusiastically received both by Dell Technologies and agency partners developing their creative work. Throughout development, the Identity guidelines were thoroughly workshopped with key partners to ensure they provided a balance of flexibility and guardrails for every situation. As the Identity launches, the benefits of that careful planning can be seen as creative behind to use the visual elements. Work coming from designers around the world feels connected to the essence of the brand, creating an own-able look and feel across the company.
The enthusiasm for the new Brand Identity is also largely derived from how clearly it represents who the brand has always been, but never had the right visual or verbal approach to communicate. The core elements of the brand are still easily identifiable, but build around an intention and authentic identity that demonstrates the innovative nature of the organization.
The Team
Executive Design Director: Meghan Still
Design Director: Rachel Negahban
Senior Designer: Carolyn Pokorney
Designer: Quinn O’Connor