Dell
Brandbook
Visual Systems
Aligning the brand to reestablish category leadership
Since 1986, Dell has delivered computing solutions to consumers, small businesses, enterprises, and the public sector.
Challenge
As the industry evolved, many customers migrated away from online direct sales in favor of third-party retailers, where intense competition drove price wars. How would Dell regain its category leadership?
Dell responded with a reinvented business proposition and strategy. Together with Lippincott, Dell embarked on a comprehensive program to realign its brand practices and marketing execution to its new positioning and business model. A key goal was to present a strong, consistent face to the market, replacing a disparate and fragmented collection of communications approaches.
Actions
Central to Dell’s positioning is a simple goal: to make technology accessible to people everywhere so they can grow and thrive. We helped bring the Dell brand story to life through a set of signature brand cues including the “ring” logo, color, typography, photography, graphic elements, and tone of voice.
We provided guidance to simplify decisions for product and service names and brand architecture, and clear direction for executing Dell’s strategy through design.
For Dell employees, a critical touch point, we created an engaging brand book that communicates the Dell purpose, experience, and personality in a straightforward, direct, and digestible narrative. At launch time, global training and brand summits drove excitement for the new Dell.