• Transform magazine
  • July 01, 2022


New brand celebrates data technology


Hard disk manufacturer, Seagate, is at the forefront of technology, albeit in a largely uncelebrated role.

The American data storage company has recently revealed a rebrand that celebrates its important role in modern society and communicates this through a dynamic visual identity.

The new logo is 3D in appearance and has been dubbed the ‘living logo’ since it represents data as something that drives human innovation. The previous logo suggests movement but is 2D and less open-ended than its successor. While the previous logo, dubbed ‘the wave’, was designed by Landor Associates, the new brand was developed with creative agency Goodby Silverstein & Partners.

On the newly launched website the Seagate logo pulses on screen, its ‘S’ shape made up of moving images that symbolise data. Through a partnership with Getty images the website logo will tell a number of visual stories about technology’s progression.

Seagate chairman and CEO, Steve Luczo, says, “The new Seagate brand is a powerful representation of the total commitment that Seagate is making to help businesses and consumers realise the full potential of ‘living’ data.”


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