Corporate Branding System

LSI Corporation

LSI Logic was one of the early Silicon Valley trailblazers. With the rise of cloud computing and big data, the company began to be viewed as “old tech” too big to change and in danger of becoming irrelevant. With the hiring of a new CEO to replace the company’s founder, the internal brand team was tasked with giving the 25-year old tech giant a new identity to introduce a new phase in the company’s future.

As the internal creative lead, I partnered with a brand agency to develop a new identity for the company that included shortening the official company name to LSI and creating a colorful logo that symbolized movement and change. Using the tagline “The spark of innovation”, we developed a visual library that focused on photos of our end users rather than product shots to put a face on our technology and created a bright color palette that broke away from the traditional corporate blues.

The rebrand gave a vibrant fresh new look to the company that embodied the company’s new direction and reintroduced LSI as a modern, well-positioned competitor in the industry. The new brand vision, messaging, fresh look and revamped product lines were well-received by the industry and resonated globally helping to lead the company back on the path to relevance and profitability.

Creative direction, art direction and design

Corporate Rebrand (2007)

Brand Refresh (2011)

After the initial brand launch, we continued to evolve the visual style of the brand to address updated brand messaging and product focus. In 2011, LSI adopted the new tagline “Storage. Networking. Accelerated.” Building on existing brand assets, we introduced new graphic elements and photography to represent data , networking and acceleration and developed new applications for our color palette to expand our graphic approach.

For more details on the LSI HQ branding click here

Corporate Branding System

LSI Corporation

Corporate Rebrand (2007)

Brand Refresh (2011)

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