Tuesday, May 17, 2011

New logo: Aricent Group

Aricent is an international corporation which develops technology and software solutions for many big companies. It also owns the design firm Frog, which does some brand identity work. It was established in 1991 as Hughes Software Systems, and was briefly known as Flextronics Software Systems from 2004, before launching as an independent company called Aricent on October 26, 2006.

Previous Aricent logo from 2006

Recently, it unveiled a new brand positioning, which renames the company Aricent Group. That name will be used as corporate brand, but the Aricent name (sans Group) will remain as a sub-brand.

The new identity was created by Siegel+Gale.

New brand hierarchy.

The logo is a simple orange all-caps wordmark. The typeface used is called Friz Quadrata, with a modification on the initial A which is replicated in the new wordmark for the Aricent brand.

The rebrand was announced through a press release on May 16/17, but it seems it had been rolled out at some places a few days earlier.

Press release (archive)
About Aricent Group

1 comment:

  1. Every 2 years the company changes it logo :)