Realizing the largest merger of tech history.
Create a new umbrella brand called Dell Technologies built on a continuum of color temperature uniting all of Dell's sub-brands while carving out an important niche for each.
Dell Technologies
Dell Consumer
Dell Enterprise
Colors closely connect to imagery based different times of day in different places.
People, places, industries and actions are connected by key color temperatures.
Placing letterforms and iconography on a strict 45° grid.
Our original proposal suggested a radical design system that could only be pulled off by a household name like Dell.
Team:
Sam Becker, Executive Creative Director
Karen Yau Østensjø, Design Director
Kate Cullinane, Senior Designer
Scott Thompson, Senior Designer
Haruko Hayakawa, Senior Designer