Monday, March 21, 2011

New logo: CommScope

CommScope is an American company which manufactures various telecommunication infrastructure products, including wires and antennas, based in Hickory, North Carolina. Last Tuesday, March 15, the company unveiled and launched a new corporate identity.

The previous logo was introduced in the 1990s, probably when the company was spun off from General Instruments in 1997.

Previous logo.

The new logo has the company name in all capital letters, with the last O replaced by the company's new icon, a cyan blue orb with a whirl. The previous logo featured a somewhat similar icon, a teal oval with a stylized representation of a cable. This is has intentionally been made less obvious in the new icon, as the company is no longer a simple cable manufacturer.

The orb can be used on its own without the logotype. There are also three versions of the orb that have been created to represent the company's markets segments: At Home, At Work and On the Go.

Unfortunately no word yet on what agency was behind the rebrand. The entire rebrand was done by the in-house creative and marketing team at CommScope, communications director Risk Aspan tells me.

Older logo, used until the 1990s

Close-up on the orb.

Icons for market segments, based on the orb.

A press release issued by CommScope explains more:
The company that began as a small provider of cabling to the nascent cable TV market in the 1970s has blossomed into a multi-billion dollar, global infrastructure leader with solutions installed in the world’s best wireless, wireline, enterprise and cable television networks. Beginning today, its new branding will better reflect the energy, capabilities and leadership that CommScope provides every day in serving its vast array of customers across multiple markets.

CommScope’s new corporate identity is more representative of the company today and its role as a trusted resource and partner to network providers around the world. The brand makeover is the first for CommScope since the mid-1990s and follows the acquisitions of Avaya’s Connectivity Solutions division in 2003 and Andrew Corporation in 2007. The new brand initiative portrays a more dynamic company with a contemporary look and feel and a more structured hierarchy of product and solution brands serving the telecom carrier, cable television, business enterprise and government markets.

“This is an exciting time for CommScope as we embark on the next phase of the company’s growth as a private company and as the global economy continues to rebound,” said Ted Hally, chief commercial officer, CommScope. “The introduction of our new corporate identity is a piece of that future, helping us tell a more unified story with clarity across the many markets and geographies we serve.

“CommScope has grown in size and expanded into new markets over the past decade, yet our branding wasn’t accurately reflecting the company we have become. Today, we have energized and modernized the look and feel of our brand, better defining to the market who we are. We also are integrating our strategic brands, while preserving their valuable equity and eliminating confusion with legacy corporate identities. CommScope no longer is a collection of separate businesses but one CommScope—an integrated global team of solution providers united in support of our great roster of customers.”

The new CommScope brand initiative includes:
• A tiered hierarchy of brands, in which CommScope will be the lead brand across all of its served markets.
• The design of a new logo featuring stylistic logotype in all capital letters, with an embedded and redesigned corporate icon that moves away from the previous “cable” icon.
• A change in corporate color to cyan blue from the previous teal green.
• The formalization of At Home, At Work and On the Go terms to represent the three primary market segments—broadband (cable TV), enterprise and wireless—served by CommScope today, and the introduction of icons to symbolize each. The On the Go icon features the well-known “Andrew flash” that stood as Andrew Corporation’s logo for decades and is seen in wireless networks around the world.
• Use of former corporate brands Andrew® and SYSTIMAX® as solution brands in the On the Go and At Work markets.

These changes will be introduced in phases beginning immediately and continuing into 2012. CommScope will feature the new brand identity at its exhibit at the International CTIA WIRELESS 2011® trade show and conference, taking place March 22-24 at the Orange County Convention Center, Orlando, Florida.

“CommScope has a rich and cherished history, with roots that trace back to the formation of the cable television infrastructure, the first wireless networks and networking of the world’s first data centers and intelligent buildings,” said Fiona Nolan, marketing vice president, CommScope. “Today, corporate LANs, cell phone networks, the Internet, on-demand cable TV and other advanced networking applications all depend on technology we’ve developed. Now our customers will experience our brand consistently across continents—the same integrity, honesty, and reliability we’ve displayed for years, only now with a fresh burst of energy, color, and story that can only come from the power of one CommScope.”

CommScope press release (archive)
CommScope Story (archive)
Montreal Gazette
Hickory Daily Record


  1. Hi: The work on this re-branding project was done entirely in-house....great work by a strong creative and marketing team! Thanks for the write-up.


  2. Thanks for the information and your message! I've updated the article.