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Case: CSC 2008
2008 old logo "CSC is a global business and technology services powerhouse," says its Chairman, President and CEO Michael W. Laphen, and with 90,000 employees and revenues of $17 billion, "powerhouse" is justified. But until now CSC has been almost a secret brand, known by insiders (notably the U.S. government) for handling the biggest, most complex and long-term projects in outsourcing and systems integration. Two years ago Laphen, then COO, led a strategic initiative called "Project Accelerate" which called for aggressive expansion of CSC's smaller but faster-growing and higher-margin "Business Solutions" consulting arm, to a broader market. This would require a higher public profile. Interbrand was retained for a brand review, and a little later David Booth came on board with the new title "president of Global Sales and Marketing." At first, Booth felt advertising could do the job, and saw no need for a logo change (CSC's twenty-year-old logo was dated in personality, but internally popular). He soon realized, however, how powerful a visible change could be in re-charging employee energy, as well as in commanding new attention in the marketplace. Rebranding could also be used to strengthen the consistent global primacy of CSC as the cohering 'mother' brand, and accelerate conversion of acquired brands (conversion of Covansys, for example, to CSC India). Interbrand thus got its design brief, and responded with this wordmark-in-a-shape, plus a comprehensive visual system — type, color palette and graphic forms (based on the logo shape). Business units will now use a more consistent (virtually monolithic) signature system. In addition, the initials CSC will now be used as the company's formal name, as well as its communicative name; the legal name "Computer Science Corporation" will appear only when legally required. CSC considers this to reflect a change of industry definition -- from computer sciences, to IT solutions and services. Other strategic changes with rebranding impact include relocation of global headquarters (from California to Virginia/metro DC), and communication emphasis on three defining competences / reporting centers. A cascading launch started April 26 for 100 top executives, May 29 for 90,000 employees (via video and rolling events around the world), followed by individual presentations to business partners and analysts, and culminated September 9 in the start of a large-space advertising campaign in which the new logo was the focus of striking imagery. CREDITS Interbrand (New York) CASE INFO Submitted by: Tony Spaeth, 18/09/2008 |
MATRIX DATA
DRIVERS | TOOLS | ||
Strategic driver: 100% | |||
Change direction Redefine industry or core competence | 15% | x | Identifier tactics: Name change: Abbreviations |
x | Identity system elements: Verbal elements: Formal/legal names | ||
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Situation facts: Corporate level facts: Industry definition | ||
x | Situation facts: Corporate level facts: HQ Location | ||
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Broaden scope/scale/visibility Remove limiting category association | 5% | x | Identity system elements: Verbal elements: Formal/legal names |
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
Broaden scope/scale/visibility Enhance size perception | 10% | 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: Formal/legal names | ||
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Situation facts: Corporate level facts: Industry definition | ||
x | Situation facts: Corporate level facts: HQ Location | ||
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Broaden scope/scale/visibility Elevate public profile | 15% | 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: Formal/legal names | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Situation facts: Corporate level facts: Industry definition | ||
x | Situation facts: Corporate level facts: HQ Location | ||
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Enhance pride & confidence | 10% | 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: Unit signature system: Monolithic | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Refresh & redirect competitive energy | 10% | 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: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Situation facts: Corporate level facts: Industry definition | ||
x | Situation facts: Corporate level facts: HQ Location | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Transfer affiliation from unit to parent | 5% | 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: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Situation facts: Corporate level facts: HQ Location | ||
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Change expressed personality Renew/refresh public image | 20% | 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: Formal/legal names | ||
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Situation facts: Corporate level facts: Industry definition | ||
x | Situation facts: Corporate level facts: HQ Location | ||
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Change perceived composition Redefine the defining units | 5% | x | Identity system elements: Verbal elements: Principal unit names or competence list |
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
Change perceived composition Modify parental 'umbrella' presence | 5% | 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: Formal/legal names | ||
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Change event : High visibility: Campaign | ||