Seagate Technology is one of the world's leading manufacturers of hard disk drives. Since its foundation it has shipped over 2 billion hard disk drives, so it is very likely that you've used their products at some point. Yesterday at the International Consumer Electronics Show, the company unveiled a new corporate identity, developed with creative agency Goodby Silverstein & Partners.
The new symbol, named the "Living Logo", will "showcase data as a living, vibrant thing that powers human invention, culture and advances". In some instances, the symbol will be made up of lots of images that symbolise data.
The previous logo, dubbed "the Wave", was introduced in 2002 and designed by Landor Associates in San Francisco.
"The new Seagate brand is a powerful representation of the total commitment that Seagate is making to help businesses and consumers realize the full potential of ‘living’ data. We are refreshing the look and feel of our company and we are redefining the relationships we have with our consumers, businesses and partners. The campaign will help reinforce our unique position in the marketplace – offering a wide variety of component technology, as well as complete solutions, that give our customers total flexibility in how they manage and access all of their content and data." - Seaget chairman and CEO Steve Luczo in a press release
Press release (archive)