Feeds

CSC cranks the whalesong up to 11

'Emotionally compelling' new brand frontage

Beginner's guide to SSL certificates

LogoWatch It's come to our attention that CSC, the "leading global consulting, systems integration and outsourcing company", has had a bit of a face-lift and is poised to unleash on an unsuspecting world its "emotionally compelling" new brand frontage - evidently the result of thousands of hours of whalesong-driven blue-sky brainstroming power brunches enveloped in a thick joss-stick-generated fug.

That exciting new CSC logo in fullAccording to the inspirational blurb designed to rally the company's foot soldiers around the new corporate standard, the CSC brand is "a statement of what we stand for, today and well into the future" as well as "the beacon that guides us in decisions - a lens for everything we do, focusing our efforts to move forward together as one integrated organization".

Yup, the Strategy Boutiques have been busy, and no messing. As tradition dictates, there's the usual breathless analysis of the new logo contained in the rebranding FAQ (pdf):

Our logo comprises two elements: the new logotype and the holding shape. The logotype is a custom variation of the typeface, Gotham, with the angles of the letters refl ecting the angles of the holding shape. At once contemporary and classic, the logotype should remain relevant over time. The holding shape acts as a framing device for the letters, lending visual emphasis to the CSC brand name. Additionally, its rectangular form and angled edges serve to connect the holding shape to our larger visual system.

Lastly, by retaining and emphasizing the color red, we are reinforcing our visual differentiation amongst the competitive set.

Yeah, like, wow. There's more: here's how the above redefinition of the corporate brand paradigm will impact on CSC's headed notepaper and glossy brochures:

Design is a critical step in creating a clear and consistent CSC brand, and our collateral materials will reflect our brand’s new look and feel - one that’s both more emotionally compelling and strategically grounded. The extended color palettes, along with a new style of photography and typography, will help to demonstrate our brand idea by exceeding expectations for the design system of a company in our category.

And what, you're wondering, will CSC's clients make of all this nonsense? Here's what the company thinks:

A stronger brand helps differentiate CSC within a crowded category by identifying us as the company that exceeds our clients’ expectations, empowering them to achieve greater possibilities than ever before. By delivering strong, consistent messaging to our clients, we help cultivate an even stronger emotional connection, encouraging both prospective and existing CSC clients to feel confident in choosing us as their partner.

Well, we have it on good authority that at a recent presentation of the new image to valued customers, one "unimpressed" senior client said of the logo: "All that says to me is 'CSC cuts corners'."

Oh dear. ®

Security for virtualized datacentres

More from The Register

next story
Boffins who stare at goats: I do believe they’re SHRINKING
Alpine chamois being squashed by global warming
Space exploration is just so lame. NEW APPS are mankind's future
We feel obliged to point out the headline statement is total, utter cobblers
Down-under record: Australian gets $140k for pussy
'Tiffany' closes deal - 'it's more common to offer your wife', says agent
Internet finally ready to replace answering machine cassette tape
It's a simple message and I'm leaving out the whistles and bells
FedEx helps deliver THOUSANDS of spam messages DIRECT to its Blighty customers
Don't worry Wilson, I'll do all the paddling. You just hang on
The iPAD launch BEFORE it happened: SPECULATIVE GUFF ahead of actual event
Nerve-shattering run-up to the pre-planned known event
Win a year’s supply of chocolate (no tech knowledge required)
Over £200 worth of the good stuff up for grabs
STONER SHEEP get the MUNCHIES after feasting on £4k worth of cannabis plants
Baaaaaa! Fanny's Farm's woolly flock is high, maaaaaan
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
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
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.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.