I was privilleged to lead the recent strategic re-positioning and re- branding of my employer, the Aricent Group, introducing the company as a provider of “innovation services for the connected world.” The Aricent Group name now serves as the new corporate brand for the company, with product innovation, design, and related engineering offerings marketed under the frog brand, and R&D engineering and carrier services marketed under the Aricent brand. The brands will each maintain their own client base and continue to collaborate in situations where clients can benefit from the Aricent Group's full breadth of capabilities.
The new brand positioning is reflected in our revised visual identity and web site (www.aricent.com). The identity was created in collaboration with acclaimed strategic branding firm Siegel+Gale, which has worked with global brands including 3M, American Express, and The Four Seasons.
The new branding has been received very well by clients, analysts, and media. Here’s some recent coverage that examines some of the business and design considerations that went into the new branding.
Hindu Business Line: “Branding for a Connected World”
Under Consideration: “Aricent’s Quiet Swoosh”
For more details, see this case study by Siegel+Gale.