Shaken & Stirred - Influential Brand Profiling and Positioning

Brand Union reveal the new Dell EMC re-brand

In October 2015, Dell and EMC Corporation announced the largest technology merger in history. With complementary product portfolios and customer bases, the combined company would be an unmatched end-to-end provider. Together, Dell and EMC Corporation, along with its portfolio of brands (Pivotal, RSA, SecureWorks, Virtustream and VMware), would create the world’s largest privately-controlled technology company—Dell Technologies.

A pivotal moment in the history of both companies, the right brand strategy— one that would not just preserve but use and grow the brands’ equities while signalling change and reinforcing a commitment to innovation— was essential to success.

Brand Union partnered with Dell to help define that strategy and then bring it to life through a refreshed visual system.

Building a new brand architecture

Extensive global research and a thorough assessment of brand benchmarks informed the brand architecture recommendation.


Customers, partners and employees:

  • Customers and partners believe that the combination of Dell and EMC will bring a breadth of technology solutions to their companies—as innovation,agility and service are anchors of these brands.
  • Looking for clarity and simplicity, both customers and employees believe the brands should have distinct identities, but share a common value proposition and vision that brings the strength and expertise of the portfolio to bear.


  • With a common set of values, both Dell and EMC are customer-obsessed—committed to creating technologies that drive human progress.
  • Both brands are technology leaders. Dell with global brand awareness known for its innovation across devices, ecosystems and services to design solutions for the way people work, complemented by EMC’s infrastructure expertise focused on helping enterprises thrive and grow in the digital economy.