Feeds

LogoWatch With this ring, I thee sack

3Com rebranding was portent of doom

  • alert
  • submit to reddit

Top 5 reasons to deploy VMware with Tegile

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

Beginner's guide to SSL certificates

More from The Register

next story
Criticism of Uber's journo-Data Analytics plan is an Attack on DIGITAL FREEDOM
First they came for Emil – and I'm damn well SPEAKING OUT
'It is comforting to know where your data centres are.' UK.GOV does NOT
Plus: Anons are 'wannabes', KKK says, before being pwned
Google's whois results say it's a lousy smut searcher
Run whois google.com or whois microsoft.com. We dare you, you PIG◙◙◙◙ER
Holy vintage vehicles! Earliest known official Batmobile goes on sale
Riddle me this: are you prepared to pay US$180k?
'Open source just means big companies can steal your code.' O RLY?
Plus: Flame of the Week returns, for one night only!
NEWSFLASH: It's time to ditch dullard Facebook chums
Everything hot in tech, courtesy of avian anchor Regina Eggbert
Hey, you, PHONE-FACE! Kickstarter in-car mobe mount will EMBED your phone into your MUG
Stick it on the steering wheel and wait for the airbag to fire
prev story

Whitepapers

Go beyond APM with real-time IT operations analytics
How IT operations teams can harness the wealth of wire data already flowing through their environment for real-time operational intelligence.
Why CIOs should rethink endpoint data protection in the age of mobility
Assessing trends in data protection, specifically with respect to mobile devices, BYOD, and remote employees.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
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.