Featured cases

2006



1999

In 1998, Arbor Software merged with Hyperion Solutions and took the Hyperion name, then in 1999 added a logo (designed by Landor) dominated by an H composed of nine bubbly-bright circles. It was at the time a fresh and appropriate brand personality...  for a software company seeking awareness.

But in just a few years, Hyperion outgrew this personality (employees called it "the Fruit Loops"). Moreover, the symbol still consumed space that made "Hyperion" tiny.

A new CEO came on board, and Godfrey Sullivan was determined to broaden the company's definition and to reposition it: "Hyperion Solutions Corporation is the global leader in Business Performance Management software. We strive to be the management system partner for global enterprises."

Interbrand was retained to design a new mark, both more functional and more authoritative in personality. A wordmark resulted, linked to a symbol called "the confluence mark," and a tagline added, "The future in sight."   Hyperion VP Mike Bell adds: "The “confluence mark” represents the confluence of business intelligence and financial applications – which together form the basis of a Business Performance Management solution.  This was the basis for our redesign and Godfrey’s desire to create a new identity that reflects our BPM leadership and vision. We launched in April 2006 at our annual users conference, and with full page ads in NYTimes and WSJ."   Tony Spaeth 

Confirmation: Mike Bell, VP Integrated Brand Marketing, 25 January 2007

Interbrand

Submitted by: Tony Spaeth, 27/01/2007
Status: Confirmed by Mike Bell, VP Integrated Brand Marketing
Category: Software & Computer Services
Country (HQ): United States