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Posted by: Jeannie Choe
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Not-so-glam computer giant Dell recently scored a bit of attention due to the "leaked" memo from Michael Dell to Dell Computer employees proclaiming a radical and strategic new course of action. Niti Bhan attended a presentation by Dell's Manager of Visual Identity and Brand Experience Brookes Protzmann at Adaptive Path's MX Conference, only to return less than impressed by his follow-up response to the recent hype. Interesting call-out on Dell's stance on design:
I believe that strategically, Dell would have been better off if they had not in fact announced their plans and intentions this quickly in response to recent reorganization and thus media buzz, particularly with respect to design. They spoke about their commitment to their design languages, in plural, which alone worries me. Any single brand, such as the one word DELL, would in fact have one design language - any one brand with multiple languages should either be very very clear on what their core identity is and what they stand for, in order to share the control of their brand language interpretation to their customers - OR - stick to one clear design language.
Get a full dose of Niti's POV on Dell 2.0 right here.
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Comments
Having read all the related info to which Niti refers (sans one broken link), I'm not entirely sure I follow her on this. Was Protzmann perhaps using the plural to refer to Dell *and* Alienware? Or might this have instead been grammatical usage reflecting the memo which clearly says Dell is "going to introduce new brands"?
As Niti says, "Any single brand, such as the one word DELL, would in fact have one design language". Ergo, if Dell intends to introduce new brands (plural), it seems to me that they *will* have multiple design languages.
Help me out.