Feeds

LogoWatch With this ring, I thee sack

3Com rebranding was portent of doom

  • alert
  • submit to reddit

Security for virtualized datacentres

With this ring, I thee sack


As regular LogoWatch readers know only too well, corporate rebranding is often a sign of stormy seas ahead. Nowhere is this better illustrated than in 3Com's announcement today that it intends to lay off 3,000 staff - almost one third of its workforce.

While we sympathise with those affected, it's fair to say that they should have seen it coming. On 16 October 2000 3Com president Bruce Claflin unleashed the company's bold new corporate strategy:

When you are hoping to create something new and important, you must have the courage to fully commit yourself and the entire business to the transformation. Only in that way will your brand promise be fulfilled, and only then will you achieve your business goals, including delivering greater shareholder value.

Ok, not much to go on there. But what about that new logo? Claflin went on to say:

Another aspect of communicating its new master brand is through 3Com's new logo and graphic system. The new logo employs three rings; two of which are linked and the third is floating free. The new logo has created a lot of buzz and curiosity and that's just what we had in mind. It is a symbol that people can readily interact with, not just look at.

Oh yes, we see - a free-floating ring representing 3000 employees interacting with the dole office. Spot on. ®

Related Links

You can read more of this top corporate divination here.

Related Story

3Com cans 3,000 workers

The LogoWatch archive

Telco punts for pink pound
VIA rises from eastern mountain
Corel in transcendental makeover
Acer turns green at the gills
Sema "aflame with vital energy"
The Vulture laid bare

Remote control for virtualized desktops

More from The Register

next story
MEN: For pity's sake SLEEP with LOTS of WOMEN - and avoid Prostate Cancer
And, um, don't sleep with other men. If that's what worries you
Jim Beam me up, Scotty! WHISKY from SPAAACE returns to Earth
They're insured for $1m, before you thirsty folks make plans
Now: The REAL APPLE NEWS you need to know
OMG! Gravity's totes amazeballs. Calm down, George Clooney, not your film
Boffins who stare at goats: I do believe they’re SHRINKING
Alpine chamois being squashed by global warming
Let's make an app that POSTS your POO to APPLE HQ
Plus: It's OPEN WARFARE in the Linux greybeard world
Adorkable overshare of words like photobomb in this year's dictionaries
And hipsters are finally defined as self-loathing. Sort of
Not a loyal follower of @BritishMonarchy? You missed The QUEEN*'s first Tweet
Her Maj opens 'Information Age' at the Science Museum
Apple CEO Tim Cook: My well-known gayness is 'a gift from GOD'
'I have benefited from the sacrifice of others'
prev story

Whitepapers

Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
Protecting against web application threats using SSL
SSL encryption can protect server‐to‐server communications, client devices, cloud resources, and other endpoints in order to help prevent the risk of data loss and losing customer trust.