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Case: Computer Associates 2001
  Computer Associates was a sales target for identity firms for as long as I can remember; the old wordmark was pedestrian, and had become obsolete and misleading (this is not a hardware company), but founder Charles Wang evidently liked it. No dice, until the appointment of Sanjay Kumar as CEO broke the log jam. Kumar was determined to express a newly energized attitude and a far more focused mission. "Today, we develop and support only one kind of software: The software that manages eBusiness." Landor won the assignment. The rebranding strategy: keep the formal name Computer Associates but emphasise the "CA" initials to express change, specifically "focus, focus, focus." The 'ca' monogram does that. Tony Spaeth CREDITS Landor NY CASE INFO Submitted by: Tony Spaeth, 13/02/2007 |
MATRIX DATA
DRIVERS | TOOLS | ||
| Strategic driver: 85% | |||
|
Narrow the scope Express a more specific focus | 30% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Change event : High visibility: Campaign | ||
|
Change internal culture Refresh & redirect competitive energy | 15% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Graphic devices | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Change event : High visibility: Campaign | ||
|
Change expressed personality Renew/refresh public image | 40% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Graphic devices | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Change event : High visibility: Campaign | ||
| Functional driver: 15% | |||
|
Name weakness Increase name impact & recall | 15% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Change event : High visibility: Campaign | ||