Dell, one of the largest technological corporations in the world and mostly known for its computer business, has become the world’s largest privately controlled tech company due the recent acquisition of EMC, the world’s largest provider of data storage.
This new fusion led to new changes, such as the creation of Dell’s parent company: Dell Technologies, Dell EMC, and a new identity designed by Brand Union’s NY’s office.
The new Dell logo maintains the heritage of the brand, but in a thinner and more “modern” way. It is basically as if the logo went on a detox and a diet and now it is ready to show its new body to the world. It is not a drastic change at all, it just an upgraded version of the previous one with better scale and thickness, and that’s all right, but did they really need to keep the weird “E”?
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 (2016)
I’ve read in some blogs (my competitors, jk) that the “E” looks better now… Really? Did Dell pay you? Because I really hate it, I mean, the construction is well done, I can’t criticize that, but there is something there that doesn’t let me get used to it, maybe it’s that it is not a square or that optically it looks stretched/distorted, but every time I look at it I get this feeling that something is wrong.
Fortunately, this wasn’t the only upgrade the brand made, they also created some new company logos for the new brands, each one with specific personalities inspired by the transformation of a new day:
- Dell Technologies when referring to all of the strategically aligned businesses as one, whole entity. Optimistic, active, and radiant.
- Dell when referring to the consumer-facing company and hardware with client products, solutions, and services. Authentic, clean, and fresh
- Dell EMC when referring to the data center and infrastructure solutions. Dark, confident, and vibrant.
They also incorporated new typefaces such as Replica, used across our family of logos and in official marketing assets, and Roboto for digital and responsive platforms (I used this one on a project, it’s from Google fonts, just in case you were wondering). And a new color palette with Dell Blue as the primary color and grays, darks, and bright colors as secondary colors for campaigns and products.
We have a family of fonts, each with very specific usages. Together, they represent a modern brand while being optimized for ease-of-use/implementation across our entire company. – Dell (2016)
Some new Product, UI and Functional Icons and Solutions/Brand Illustrations are also part of this new identity and are available for all employees, something good so they can all have the same graphics. But besides that useful idea of putting them in the cloud for everyone to use, there is nothing great about these designs, I know they are supposed to be used in different areas, but if they are from the same brand at least they have to look the same, and they do not look the same.
And I don’t know what happened because they have these other icons that represent each brand personality and that really match the logo style with some diagonal lines and circular features, which I find really interesting and I think it was the way to go, and then they present those other icons/illustrations that look like sketches.
Overall, even though this is just a brand refresh and not a complete redesign, I think they should have paid more attention to details because they already have the brand basis well-defined, they just need to focus and make everything cohesive. Remember “If you take care of little details, the other ones take care of themselves”.
But well.. at least this is my f opinion