CES 2015: Seagate Hints at Rebranding through "Living Logo"

Seagate Technology plans to unveil a rebranding of the company at the 2015 International Consumer Electronics Show (CES). The new brand plans to extend Seagate's expertise in data storage components into flash, systems and solutions to an even broader set of customers and partners.

The focus of the new Seagate brand is the "Living Logo", which will showcase data as a living, vibrant thing that powers human invention, culture and advances. Through a partnership with Getty Images, Seagate will be using the logo on its website. The Living Logo itself represents new patent-pending software technology and will be the focus of a national awareness campaign backed by Seagate's largest marketing investment ever.

"The new Seagate brand is a powerful representation of the total commitment that Seagate is making to help businesses and consumers realize the full potential of 'living' data," said Steve Luczo, Seagate's chairman and chief executive officer. "We are refreshing the look and feel of our company and we are redefining the relationships we have with our consumers, businesses and partners. The campaign will help reinforce our unique position in the marketplace – offering a wide variety of component technology, as well as complete solutions, that give our customers total flexibility in how they manage and access all of their content and data."

The Living Logo was developed in partnership with creative agency Goodby Silverstein & Partners. In addition to award-winning visual content from Getty Images, Seagate will enable consumers and businesses to view living data from social networks like Facebook, Twitter and other sources in the coming months.

Seagate's new products announced at CES carry the new company brand, including cutting-edge new consumer products like the world's thinnest portable hard drive at 7mm thickness to personal cloud solutions that enable people to easily access music, videos and documents at home.

Seagate's new brand and "Living Logo" rollout will begin January 4, 2015, online and continue throughout the year.