Brocade Communications Systems

New:  Logo and visual system

Launched:  January 29, 2007

Story in brief:
New to me, Brocade has become a powerhouse in IT -- in management, networking  and storage of  enterprise data. (Basically they make switches, routers, data directors and the software that drives it all better.) They've grown organically and by acquisition, most recently of competitor McDATA, and now claim the position "the leading provider of networked storage solutions."

Brocade's awareness and reputation, however, lagged well behind its present stature, and were becoming a serious barrier to further growth. Specifically, its "B-weave" symbol underscored Brocade's association with 'fabric switch' products.  But its new goal was diversification, from SAN (Storage Area Networks) to enterprise-wide solutions. "We were changing and growing beyond our traditional boundaries" said Worldwide Marketing VP Tom Buiocchi... "To provide a new platform for the future, we needed a complete overhaul of the old brand."

Landor's  consultants responded comprehensively, starting with a brand platform expressed in the mantra "Challenge with intent," designed to recharge Brocade's internal culture. There were also changes in unit names and brand architecture, to help speed the integration of past and future acquisitions. But the drama is in the new "B-wing" symbol and a red-driven visual system.

Credits:
C.E.O. - Michael Klayko
C.M.O. - Tom Buiocchi, VP Worldwide Marketing
Identity council & design - Landor (SF):
Planning, Terresa Christenson; creative lead Christopher Lehmann

First Impressions:
Chalk one up in the plus column for Landor. A rich program, well planned, well designed and with the luxury of a well-prepared launch.

And if a flying B reminds you of Bentley, well, how could that hurt? 
It's better than knitting.