SGI: Silicon Graphics goes to initials

A use of identity, by a leader

New: Silicon Graphics, Inc. as "SGI"

Launched: Announced April 13, 1999

Formerly: Silicon Graphics, Inc.

Story in brief:
Strategically, this is a straight "look again, we're more than you think" identity change. To signal a product range (and a future) broader than the reputation and literal meaning of Silicone Graphics, Beluzzo formalized an existing nickname.

Credits:
C.E.O. - Richard Beluzzo
Identity counsel, design - Landor Associates

First Impressions:
Initialitis strikes again... defined as "Why not just use our initials, everybody already does" where 'everybody-in-the-building' gets confused with 'everybody.' Trying to make the initials mean something else (like Servers, Graphics, Insights) is a campaign idea, not an identity change; as identity SGI will always point back to Silicon Graphics.

As for the logo design, I am caught between 'why?' and 'why not?;' and I wonder what criteria led to the casual, informal letterforms. (Q: are we meant to see a face in the "g," looking left?)