Featured cases
- ABM Industries 2012
- AkzoNobel 2008
- Alcatel-Lucent 2006
- Alliance Boots 2006
- Apple 2007
- Aramark 1994
- ArcelorMittal 2007
- Assurant 2004
- Bausch & Lomb 2004
- BDO International 2010
- Belgacom 2003
- Boise Cascade 2002
- BP 2000
- Broadview Security 2009
- Brocade 2007
- CA 2005
- Cardinal Health 2003
- CEC Bank 2008
- Chemtura 2005
- Cisco Systems 2006
- Cision 2007
- Computer Associates 2001
- Covidien 2007
- Credit Suisse 2006
- CSC 2008
- Daimler 2007
- Delta Air Lines 2007
- Devon Energy 2007
- DSM 2011
- Eastman Kodak 2006
- EDF 2005
- Experian 2007
- Federal Express 1994
- FedEx Corporation 2000
- FICO 2009
- Fiserv Inc. 2009
- Fortis 1998
- Fortis 2006
- Fortis 1991
- Genworth 2004
- Gillette 1993
- Grant Thornton 2008
- Harcourt General 1993
- Harlan Laboratories 2008
- Hyperion 2006
- Ingersoll Rand 2005
- Intel 2006
- Invista 2003
- Johnson Controls 2007
- Kemper 2011
- Lineage Logistics 2012
- LM Wind Power 2010
- Lucent Technologies 1996
- Marathon Oil Corporation 2011
- Marsh & McLennan Companies 2011
- Massachusetts Institute of Technology (MIT) 2003
- McGladrey 2010
- Meredith Corporation 2009
- MFS Investment Management 2012
- Morgan Stanley 2006
- Nielsen 2007
- Nokia Siemens Networks 2007
- Novartis 1997
- NXP Semiconductors 2006
- Outward Bound USA 2005
- Polycom 2012
- Princeton University Press 2007
- Reliance ADAG 2006
- Rockwell Collins 2006
- Samsung 1993
- Sensata Technologies 2006
- Shipley Energy 2011
- Sistema Telecom 2006
- Smith & Nephew 2003
- Sprint (Sprint Nextel) 2005
- Starbucks 2011
- Tenneco 1995
- Texenergo 2011
- The Joint Commission 2007
- The Paley Center for Media 2007
- The Phoenix Companies 2006
- Thomson Reuters 2008
- Tyco Electronics 2007
- Umicore 2001
- Unilever 2004
- Unum Group 2007
- Vale 2007
- Vantiv 2011
- Velfina 2004
- Wolters Kluwer 2005
- Wyeth Pharmaceuticals 2002
- Xerox 2008
Case: NXP Semiconductors 2006
![]() 2006 ![]() Said to be "the largest technology leveraged buyout ever," this is the spinout to private investors of Philips Semiconductors from Philips Electronics. NXP's focus is on chips for consumer electronics devices; theoretically, its independence makes it easier to sell to such Philips competitors as Sony and Panasonic. Its leader, Frans van Houten, sought a brand that would express the "superior sensory experience" NXP chips would bring to mobile phones, digital TVs and such through its "vibrant media technologies." Verse Group, whose principals had done work for Philips Semiconductor, got the assignment to help with brand positioning, naming and "the basis for the logo design," working closely with the internal Philips Design team in Eindhoven. According to Ally Cane, senior creative director at Philips Design and leader of the design project team, "the logo symbolizes everything NXP stands for. It's colorful, fresh and dynamic. The N&P on top of the X create two arrows facing inwards - so the N (representing the New) and P (representing Philips) point towards the X, which stands for the sensory experiences that will be enhanced through NXP products." The NXP name, said to mean "Next Experience," came out of a full-blown naming process (master list of 1,500 or so.) A close contender was "Nexperia," the company's best-known product (also a Division name); NXP was felt to be stronger, especially in Asian markets and as a corporate brand. It helps that NXP resonates with electronics engineers as the start of a Fermi theorem, "N times P..." Tony Spaeth CREDITS Verse Group (NY) CASE INFO Submitted by: Tony Spaeth, 14/11/2006 |
MATRIX DATA
DRIVERS | TOOLS | ||
Structural driver: 100% | |||
Spinout or de-acquisition Preserve existing equity | 10% | x | Identity system elements: Verbal elements: Tag lines |
Spinout or de-acquisition Express a new vision | 90% | x | Identifier tactics: Name change: Abbreviations |
x | Identifier tactics: Logo change: Wordmark-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : High visibility: Campaign | ||