Silicon Graphics takes new Landor identity

US computer giant Silicon Graphics last week revealed a new worldwide corporate name and identity, which has been created by Landor Associates in San Francisco.

The company has changed its name to SGI and has developed a branding strategy to better define the master brand and its separate product brands.

Research findings showed the company was viewed as niche-oriented, and that there was little recognition in the servers and supercomputers arena, which in fact generates 50 per cent of its product revenue.

SGI director of communications Europe Andrew Spybey says: “Silicon Graphics as a name has a lot of equity and we are retaining it as a sub-brand for our graphics workstations.

But although we have been closely associated with workstations it doesn’t match up to the other activities we address. We have changed to SGI which stands for ‘servers, graphics and insight’.”

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