Dell Rebrand Envisions New Day For Tech Giant

Brand Union, has partnered with Dell to craft a brand architecture across the tech giant’s corporate structure. The goal: unified parent company Dell Technologies, consumer/client solutions sub-brand Dell, and enterprise business sub-brand Dell EMC – while also giving them distinct identities. Recognizing Dell’s existing brand equity and status as a household name, Brand Union developed a slimmer, modernized but recognizable look complete with logos, typefaces, icons, photography and color configurations for use across print, digital and out-of-home. The design firm is part of WPP.


According to Brand Union, “the result is a visual language inspired by the transformation of a new day, with Dell Technologies as the clean and fresh day and Dell EMC as the confident and vibrant night.” Executive Creative Director Sam Beckers explains that “by maintaining Dell’s heritage — canted “E” included — while pivoting to the new Dell Technologies entity toward continued innovation, the visual execution confidently communicates the brand’s ability to provide the essential infrastructure for organizations to build their digital future, transform IT and protect their most important asset, information.”