Xyratex goes to DIA for image overhaul

Design in Action has been appointed to work on a strategic identity and literature programme for the technology manufacturer Xyratex.

DIA has already carried out a communications audit and produced a corporate design manual, which is now being carried through into Xyratex’s literature and packaging projects. The consultancy is also working with the Xyratex in-house design team to develop the identity and ensure consistent implementation.

“The underlying theme of all the brochures is to project a bold and innovative image,” says Nigel Smith, head of DIA’s corporate communications group.

“Xyratex used to be a part of IBM, but it was the subject of a management buyout in December 1994. As a result of that it needs to establish itself very powerfully and very quickly as a completely independent company,” he adds.

The company’s name and logo, which are both being retained by the company, were devised by Interbrand in 1993 when Xyratex was launched as a brand under the IBM umbrella.