Shocker. Sometime, somehow, under cover of night, Dell has put a new logo on its homepage. Out with the grim logo of darkness, in with a happy blue Dell-in-a-circle.
Who knows what this means for Dell’s long-term logo plans. But this kind of logo-shifting is a living reminder of one of Dell’s uglier problems. In fact it’s ugly enough that it could easily become one of the longer nails in the coffin.
I’m talking about Dell’s longstanding inability to create a consistent, compelling brand. Rather than invest in raising the value of their brand, they’ve chosen to compete with the Acers of the world to see who can make the cheapest PC (a fight they’re losing). They need to stand for something beyond candy-factory colors and me-too phones. Something that might make a customer feel smart for paying a little more for that Dell logo — whichever logo they settle on.
What are Dell’s chances of getting there?
Well, I wouldn’t hold my breath. Plenty of companies struggle to build their brand. But I’ve never seen a company that can’t even figure out how to use a single logo across all of its divisions. For years, Dell has used one logo on the business side and another on the consumer side. Any first-year marketing major can see the absurdity in that. Dell acts as if those who work in an office have no computer at home, and vice versa. Just… plain… ridiculous.
The problem is, Dell focuses so intensely on making this quarter’s numbers, there’s little left for something as esoteric as brand building. If immediate returns can’t be proven on a spreadsheet, it doesn’t make the cut. And then, of course, one division couldn’t care less how another is doing.
The sad part is, this is one of those things Michael Dell could fix with a snap of his fingers. But he’s too busy focusing on this quarter’s numbers too. He’s sticking with the business model that changed the world — even though the world around him has long since changed.
You know, it’s been three years since Michael returned to the CEO role at Dell, and things have not gone well. If I were him, I might start fearing the Ides of March. I know it’s tough to fire the guy who started the company — but hey, Apple did it.
Tags: dell, dell logo, ken segall
I saw this too. I would love to think it’s part of a bigger plan but who knows. Dell has so much potential to be great but sometimes, being so big means you also need to also be bold, make a statement – scare people! Not sure if this goes far enough.
I know this is to do with the visual appearance but another example of how this company screws with it’s customers brains. Just go to dell.co.uk and you get redirected to http://www1.euro.dell.com/content/default.aspx?c=uk&l=en&~ck=geo
It may seem geeky to care what a URL looks like but it’s a serious usability issue as well as being ugly, unmemorable, un-typeable and unspeakable :(
Notice the prominence of flash on all their sites? – perhaps not unless you have a flash blocker, but at least they’re consistent with their idiotic disregard for standards and accessibility.
I agree, Dell has always (in my eyes), been a leader with its technological accumen and quality of product.
My ONLY concern with them was the fact that you had to go to the souce to get parts or supplies for their machines, which I hear has been changed so that you can now find some Dell product supplies like ink, at different computer stores such as Walmark Best Buy or such… I think.
As for this design confusion, that is when a company is either about to change their logo for good, can’t decide if they like what they have and are “testing the public’s view” for comments just like we are doing here, (with the advent of the “instantaneousness of the web” {I’m a writer-I’m allowed to make up words. lol) to see its appeal.
Personally, I like the old standby, the black circle with the silver words inside. Classy and definately one we ALL remember relate to as Dell.
Probably one of those things I talk about on my show or blog on how people are always trying to improve on perfection, and that’s when things go wrong!
Thanks for indulging me. Just my 2
Bobby Fleeks
Write Professionals
Creating Words That Sell
http://www.bobbyfleeks.tripod.com/writeprofessionals
Host of Springfield City Beat 1080 Internet Radio
http://www.blogtalkradio.com/city-beat-city-talk
P.S. Robert, could you please send the url of my last comment, so I can update you on the conversation?
thnx-
For some reason Dell believes that generic shapes and colors can serve as proprietary branding icons. And they seem to have a particular fixation with circles (Hmm…?).
I’ve often thought that Dell should exploit their principle virtue, being generic, rather than run from it and try and create something completely unbelievable.
Have fun with the fact that you’re a commodity, but try and be the coolest, most likeable commodity, like American Apparel. There’s certainly a big market out there for that.
More than ever, what people look for in brands is authenticity. Dell desperately needs to lay down on the marketing analysis couch and do some real work figuring out who they are.
Dell Inside? <– What do ya think? Huh?
haha.. you seriously have a love hate thing going on with this company! :)