3com: They sold Palm, but are still a three-ring enterprise
New:
the three-ring logo
Launched:
January 2000
Story in brief:
Having sold the Palm business (and brand), 3com decided its own brand should be the hero of its future efforts, and that something more imaginative than its classic modern blue box would help add 'buzz.'
Credits:
C.E.O. - COO Bruce Claflin, CEO as of January 1, 2001, led the rebranding
Identity design - Interbrand
First Impressions:
It certainly achieves the “image change” mandate, and desired buzz. There's a gain in activity and diversity, but at a cost in expressed weight and importance. The new mark is different for sure; whether it is better, stronger for branding purposes, is not so clear.
old 3com logo
Source:
identityworks
