New dawn

Defining a post-merger brand strategy.

In brief

In October 2015, Dell announced plans to bring EMC into its portfolio of brands for a record-breaking $67 billion.

It was to be a pivotal moment in the history of both companies. The ambition was to enhance and compliment the offer to IT and business decision-makers through data centres, ninja expertise and new cloud solutions. To achieve this business objective, they needed a brand strategy that would signal the change and unite the two organizations, while building on existing equities and reinforcing their innovative credentials.

We helped them define that strategy, and then brought it to life with a new visual system which activated the strategy everywhere the brand lives. Today, perceptions of Dell Technologies have hit record highs.

What we did

In partnership with marketing executives from both companies, we started with an investigation, interviewing people across the organizations – CEOs of businesses, including Michael Dell - as well as customers, partners and analysts. We assessed existing brand benchmarks and used new research to round out a data-rich approach to inform the brand strategy. We found that Dell’s strengths were its global reach, as well as the trust and value people associated with it in the mid-market. On the other hand, EMC had more credibility in enterprise storage and in the datacenter.

Dell Technologies became the name for the new family of brands – Dell + EMC + EMC’s portfolio of businesses, using the power of the Dell name while signaling its evolution as a true end-to-end provider.

Dell would remain the brand for client products, the consumer business and corporate functions, while Dell EMC would be the brand for infrastructure/data center products and the commercial sales business overall. This solution ensured clear distinction between the commercial and consumer sides of the business and that both the Dell and EMC names could work their magic in front of the right audiences.

Other brands in the portfolio, like VMware and Pivotal, kept their own identities, but became part of the Dell Technologies family.


combined revenue

brands aligned under Dell Technologies


of the Fortune 500 now served by Dell Technologies

Beyond the naming and brand strategy, we also created a new visual system inspired by the idea of a new dawn. Dell Technologies would take on the dawn identity – signaling a new beginning. Dell would represent the fresh, light of day, and Dell EMC the strength and confidence of night.

The system was built to reflect Dell Technologies expanded offer to the market and enabled flex across the larger portfolio companies. This included a new, digital-first logo built around Dell’s iconic canted E but with a more elegant and modern typeface that works at any scale, on any device.

Since the launch of Dell Technologies, perceptions of key business and technology decision makers have transformed. The company is seen as an innovative industry leader, with greater credibility and momentum in the enterprise.


The rebrand was one of the most important and exciting moments in the company’s history. They were an amazing partner throughout the entire process. We are so proud of what we achieved.

Liz Matthews
Senior Vice President, Global Brand & Creative, Dell Inc.


Transform Awards North America
2 Gold