3COM: They sold Palm, but are still a three-ring enterprise

A use of identity, by a leader

New: the three-ring logo

Launched: January 2000

Story in brief:
Having sold the Palm business (and brand), 3com decided its own brand should be the hero of its future efforts, and that something more imaginative than its classic modern blue box would help add 'buzz.'

Credits:
C.E.O. - COO Bruce Claflin, CEO as of January 1, 2001, led the rebranding
Identity design - Interbrand

First Impressions:
It certainly achieves the "image change" mandate, and desired buzz. There's a gain in activity and diversity, but at a cost in expressed weight and importance. The new mark is different for sure; whether it is better, stronger for branding purposes, is not so clear.