Creative Brief:

Goal: Redesign Dell logo to emphasize customizability, customer service, technological innovation and affordability to help reposition itself in the competitive market.

Research uncovered common complaints that needed to be addressed:
1. Appear to be more high-end/futuristic to compete with Apple and HP.
2. Website redesign needed to improve the ease of shopping and to embrace a modern design. Needed to have friendlier wording.
3. Showcase their personality through the web and through “public stunts,” including eco friendliness.

The overall change in tone and look would make them more competitive.

Logo Sketches

 

 

 

Logo

Circuitry was used to inspire the type and logo. To focus on technological innovation, something that would be timeless for many years to come was needed. Circuitry is, on a small and literal scale, the base of all our technology in this century. The fuses were omitted from the typography to simplify the design and what is left is a logo that resembles wiring in a chip.

 

Business Cards

Business cards to echo their new branding. Only corporate offices, located in Texas, and a select few other places, would need the cards, which means slightly more could be invested in cards.

 

Website

A newer clean design with icons is meant to show innovation. For those who are not yet ready for symbol navigation, words are still provided. The slide through photos show product images, good will images (recyclable packaging) as well as appeals to better customer service (online shopping). The font used is a free font, Comforta, a similar font would need to be customized for them.

 

Bus Shelter

The bus shelter might be expensive to make, but if shown in a prominent part of New York or other major city, the solar power and push power flooring would show eco-friendliness, a totem of good will. Recyclable materials used in comfortable seating would allow people to wait for their bus. The Dell touch pad would be modded to have access only to either bus routes, or their webpage.