The best companies in tech have joined forces. To help redesign their new and improved brand, Dell (along with EMC Corporation) turned to Brand Union for a new brand architecture and identity.

“In October 2015, Dell and EMC Corporation announced the largest technology merger in history. With complementary product portfolios and customer bases, the combined company would be an unmatched end-to-end provider. Together, Dell and EMC Corporation, along with its portfolio of brands (Pivotal, RSA, SecureWorks, Virtustream and VMware), would create the world’s largest privately-controlled technology company—Dell Technologies.”

“A pivotal moment in the history of both companies, the right brand strategy—one that would not just preserve but use and grow the brands’ equities while signaling change and reinforcing a commitment to innovation—was essential to success. Brand Union partnered with Dell to help define that strategy and then bring it to life through a refreshed visual system.”