A New Dawn
When Dell (they make computers) and EMC (they make giant enterprise-focused technology solutions) merged, it created a massive, potentially confusing family of companies. We created a visual system for the newly-formed Dell Technologies, as well as Dell and Dell EMC. Each brand needed to be distinct and appropriate for its audience, while simultaneously working as a cohesive whole.
Sam Becker (Creative Director)
Karen Yau Østensjø (Design Director)
Kate Cullinane (Senior Designer)
Freddie Phillips (3D Designer)
Design concepts and development
Graphic element guidelines
Transformation was at the core of the rebrand, so we built a visual system around the transformation of a new day, from dawn to day to night. The new visual identity allows each brand to stand on its own, while creating cohesion across the entire system.
Touching the Dell logo was scary. The logo, in particular the canted E, was iconic, but it was starting to show its age. The logo was redrawn from scratch for a digital-first environment, using a precise mathematic grid to ensure a balanced, sleeker, modern mark.
Inspired by the 45° angle details of Replica (the brand’s typeface), I created a unified set of icons that speak to the transformation promise of Dell Technologies. The thin linear icon style was also inspired by the thinner letterforms of the new Dell logo, creating an interconnected system.
I created a family of icons representing capabilities, products, enterprise, and industries.