Dell Technologies came to us at a moment of transformation. As one of the world’s leading technology companies, their work spans everything from hybrid cloud solutions to high-performance computing and global social impact initiatives, but the brand identity no longer reflected that scale, optimism, or innovation. The challenge wasn’t to reinvent Dell Technologies, but to evolve the system in a way that felt more aligned with the company they had already become.

Rather than changing core brand assets like the logo, typography, or color palette, the opportunity was found in the execution. The identity system was rebuilt from the iconic “E” within the Dell Technologies logo, using it as a catalyst for movement, momentum, and collective impact. From there, we developed a flexible graphic language that felt distinctly recognizable while introducing a more modern and expressive visual approach through expanded color, tone-on-tone treatments, photography, and illustration.

The result is a brand identity that feels more intentional, dynamic, and authentic to Dell Technologies’ leadership in the space. Familiar elements remain intact, but are now supported by a system built to better communicate the company’s forward-thinking energy across a global ecosystem.

The Team‍ ‍
Executive Design Director: Meghan Still
Design Director: Rachel Negahban
Senior Designer: Carolyn Pokorney
Designer: Quinn O’Connor