Conference 7.286::digital

    .0
    >(e.g. the "dots" over the "i"s will be circles instead of squares, etc.)

    Debbie, i been with DEC for almost 3.75 years now, and i can honestly 
    tell you i had no idea that the dots on the "i" were squares! i always
    thought there were circles, i guess i never looked close enough.

    i think changing our logo is not a good idea, i dont think the problem
    is with the logo, but again what do i know.

    but if we must go with the trouble of changing the logo, why not make a
    big change , not small one, like write digital in helvetica style , i
    always like helvetica fonts, or even italic , i like that too, or something 
    like that? 

    hope this helps.
    \bye
    \nasser

I think the font used should be Remedy, from Emigre.

We could be hip for six months, maybe longer!

	erik

   I think this is a bad plan.  Until you mentioned it, I also did not
   notice that the dots were square.  Also, our logo is not necessarily
   blue.  It depends on how it's used.  The logs on my DS5000 is white. 
   Many years ago, each major segment of Digital had its own PMS number
   to use for its logo.
   
   If we make this change, we would have to announce to the world that
   we changed the logo, because I doubt our customers would notice the
   change.  Then I feel we would look rather ridiculous for having to
   announce a logo change.  
   
   I might not like AT&T's logo, but when it changed, we knew it was
   different (always thought it looked like the Deathstar).

    
    I wonder how many dollars we will waste doing this?
    
    

    
    This is strictly a rumor, and it is totally absurd, so it's probably
    true.

   Re: Note 2410.5 by SUBWAY::BRIGGS 
   

    
�    This is strictly a rumor, and it is totally absurd, so it's probably
�    true.

   Unfortunately, Digital's history forces us to take this seriously. 
   Remember several years ago when the logo went from blue to grey
   across the board, and then back to blue.

    	I would suggest replacing the dots with either smiley faces or
    little hearts to show that we're the PC company (and I don't mean
    personal computers).

Re: wasted money

Probably as much as we did with EVMS->ALPHA->ARA->AXP or VMS->OpenVMS

Remember, it's appearence that's matters; not substance ;-)



Keith

A Marketing-challenged individual who uses his
"Previously owned computer" while watching previously viewed video tapes
with his significant other

    We should hire the same firm that NBC used to come up with that
    two-color "N" that a child could have drawn ...
    
    Or maybe even the firm that dreamed up New Coke ...
    

re .9:

We already *did* hire one of those companies.  They came up with an
unbelievably lame set of names for Alpha.

    .9
    >We should hire the same firm that NBC used to come up with that
    >    two-color "N" that a child could have drawn ...

    along this point too even though i dont think we need to hire a firm for we
    have many talented DECeeee among us when we are given the chance to
    do this ourselves by maybe setting up some kind on internal competition like 
    they sometimes do with other things like this and ask then every DECeeee 
    who wants to participate in it to send their own design of the new logo and
    then hold some final selection committee that will pick the final logo
    and may be give the winner some commiserative price or have their name
    recognized in some fashion and use the winner logo design for our new
    name .

    i think this way it gives every DECeee an opportunity to feel involved
    in the processes of the changes that are going in in the new DEC way of 
    life and gives us all a good team spirit of putting our hands all in
    one project and for a very good cause too and raise the level of
    awareness between all of us and above all that what it is all about.

    i heard of things like these being done in many other places too and i
    dont see why we cant do this in DEC too.

    i hope we carry on this approach if we decide to change our logo.

    \bye
    \nasser

    
    RE Alpha - ARA
    
    Not just lame either.  Acronyms tend to be pronounced as words.
    ARA, with the A pronounced as in "hard" apparently sounds like
    a rude word in Arabic.
    
    Regards,
    
    Colin
    

Re: NBC "N" Logo


true story --

	After that firm proposed the "N" and NBC adopted it, a Nebraska
company filed suit because it was already a registered trademark in use
by them for many years, and the research firm didn't put any effort
into checking this out. 

NBC ended up buying the rights to it from them for a lot of $$$, and then
moved to the new logo you now see, where the peacock is super-imposed
on an "N".

So much for the research firm.

It was also pointed out that the Nebraska company spent 1/10th the money
coming up with it than NBC did.

Re:                  <<< Note 2410.12 by SMURF::WALTERS >>>

>    ARA, with the A pronounced as in "hard"...
               ^^^^^
    
Which of the two A's are we talking about?  :-)

-  David

    
    I wonder why the food service company still has that name? ;-)
    

>It was also pointed out that the Nebraska company spent 1/10th the money
>coming up with it than NBC did.

	I believe it was Nebraska Public Radio or Television....

			Tom_K

    RE: .12, .14
    
    The word is "chara", which means sh*t in arabic (and hebrew).  The
    pronunciation of the "ch" sound is actually pretty close to the spanish
    "j" as in "juan" or "jose".
    
    Steve

    I seriously doubt this rumor - the DIGITAL logo is our trademark
    and we'd have to REALLY need a good reason to change it.  The
    Corporate Identity Manual specifies what the logo should look
    like - the color is not restricted to blue, except on stationery.
    Also, the typeface is strictly specified.
    
    			Steve
    
    
          <<< ICS::ICS_SYS03:[NOTES$LIBRARY]COMPANY_IDENTITY.NOTE;1 >>>
                      -< Company Identity Bulletin Board >-
================================================================================
Note 17.17               Company Identity Manual on-line                17 of 17
ICS::MAZZONE                                        482 lines   7-JUN-1990 14:16
                       -< Chapter 1   The DIGITAL Logo >-
--------------------------------------------------------------------------------
Logo Guidelines

Trademark
The DIGITAL logo is one of the primary trademarks of Digital Equipment 
Corporation, and its use is particularly carefully prescribed.  The 
logo is in most countries a registered mark of the Corporation.  When 
using the logo in any form, it must always be used with the TM symbol:
(graphic not included)

...
    
Color
The use of color within Digital Equipment Corporation must satisfy a 
broad variety of needs and applications from promotional literature 
for our customers to functional uses on our products.  Complex color 
relationships occur when our products and services come together and 
the use of color must be considered in this context.

It is inappropriate to assign "one" color to represent the 
corporation.  Such an approach would be restrictive, inflexible and 
costly.  However, the use of color is limited to provide an integrated 
yet flexible system.

For example, the DIGITAL logo is limited to blue for the stationery 
system, black, white, or blue for literature; and neutral colors for 
products.

Throughout this manual you will find color standards for each of the 
identity elements.  The colors specified are appropriate to their 
application and support Digital's overall Company Identity Program.

The DIGITAL logo is a stencil comprised of seven identical blocks 
evenly spaced on a background field.  A lower case letter has been 
"cut out" of each block so that the word "digital" appears the same 
color as the contrasting background field.

    ...
Using the DIGITAL Logo

Jim Perkins
Corporate Law Department

Gene Kusekoski
DIS Electronic Publishing Program

One of the most valued assets of any company is its corporate logo.  
The logo affords instant recognition for a company's products, 
services, and literature.  It must be diligently and continuously 
protected through proper and consistent use by its owner and by 
ensuring that those outside the company do not misuse it.

Every Digital employee must share in the responsibility for protecting 
our investment in the DIGITAL Logo by ensuring that it is used 
consistently throughout the Corporation.  This article provides some 
insight into why this is important, as well as guidelines on proper 
use of the Logo within electronic document preparation systems.

The Importance of Correct Usage
The DIGITAL Logo is registered in the United States Patent and 
Trademark Office under Registration No. 876,019.  Under the U.S. 
Trademark Act, a composite design mark, i.e., one containing a word in 
a special typography inside a design such as our seven rectangular 
blocks, has to be used in the form registered.  Failure to so use it 
might subject the registration to cancellation from the U.S. Register 
when its continuing use must be proven to the U.S. Patent and 
Trademark Office in both the fifth year of registration and the 
twentieth, when it comes up for renewal.

Similar legal provisions apply under foreign trademark statutes, such 
as in West Germany, where we have two registrations of the DIGITAL 
Logo, Regs. Nos. D32687/9wz and D33801/42wz.

Beyond these legal reasons, it is important to display the DIGITAL 
Logo consistently for marketing reasons.  We want it to be instantly 
recognizable to our customers and the general public as a trademark, 
i.e., a source-of-origin designator used on all our goods and services 
to differentiate them from the like goods or services of others in the 
high technology business.

Sidney Diamond, former Commissioner of the U.S. Patent and Trademark 
Office, summed up this legal and marketing policy well:
"There should be a special form for the trademark and it is important 
to stick to it.  Many companies issue style sheets and specifications, 
sometimes in the form of engineering drawings, giving the exact 
proportions of the letters and proper relationships among all parts of 
the mark.  To avoid blurring the image of the trademark in consumer's 
mind, a standard form of trademark display should be established and 
appropriate steps should be taken to see to it that this form is used 
without departure."

    Logo modification is standard practice in the Business Marketing 
    arena. They are updated every 7-10 years in look or style to 
    look contemporary. Good examples are Shell gasoline, Morton Salt, 
    and Quaker Oats. These companies have been around a long time
    but over time there have been slight changes in their logos. These
    changes may not have even been noticed at the time but looking back
    at several renditions clearly show a change.
    
    BTW, Ken Olsen originally registered the Digital logo Pantone 403,
    which is the gray that everyone was surprized to see surface several
    years ago. Noone really knows where the blue, Pantone 307, came from 
    but my opinion. as a Graphic Designer, is that it is very close to a
    'process' color called Cyan which in print shops is a standard color
    and often times has no extra charges attached to it. Once we became
    a larger, more afluent company, we made 307 the official color because
    it is considered a more expensive (and less common) design choice.
     
    Jodi-
    

Yesterday I heard that the colour they talk about is Bordeaux Red.

Any thoughts?

Stefan�

   Re: Note 2410.13 by PAMSRC::63508::BARRETT 
   

�Re: NBC "N" Logo


�true story --
   .
   .
   .
�It was also pointed out that the Nebraska company spent 1/10th the money
�coming up with it than NBC did.

   Not quite...
   
   There's a superstition among theater people, especially British
   actors, that peacock feathers on stage or references to peacocks will
   inevitably bring bad luck. 
   
   Never the less, when color television was introduced in the U.S., the
   National Broadcasting Compnay chose a peacock as its corporate
   symbol.  It didn't seem to bring any bad luck to the network during
   the following years.  In 1975, however, business was bad and the
   network decided to replace the peacock with a new symbol.  After
   hiring research consultants, outside design firms and printers at
   cost of ovr $750,000, the company unveiled its new symbol: a simple
   stylized "N". 
   
   No sooner had the peacock been retired than the network was hit with
   the threat of a lawsuit from a tiny, educational television station
   in Nebraska.  The little Nebraska station had registered a new symbol
   that was virtually identical to NBC's.  There was important
   difference, however: whereas NBC had spent $750,000 on the research,
   design and printing of its new symbol, the little Nebraska station
   had come up with the same symbol for the total cost of about $120. 
   On the day the lawsuit was settled, an NBC executive claimed that he
   heard the peacock mutter "Gotcha!"
   
   	Reprinted without permission from...
   
   	"It's An Odd World", by Paul Stirling Hagerman
   	Copyright (C) 1977 by Stirling Publishing Co., Inc.

Haven't seen anything communicated officially/broadly yet (that would 
probably be un-Digital :-)  ) ... but someone in my group attended a lengthy 
presentation on the changes to the logo.  It's for real.

    looks like another VP opening!!!!!!!!!!!!!!!!!!
    
    Isaac T.

    Do we get a new motto, too? 
    
    		"Like a fine Bordeaux, Digital's not getting older, it's
    		getting better!" 
    
    No, wait, somebody used that already. How about:
    
    		"At last, Digital is in the red!"
    
    Uh, er... Gee, this public-relations stuff isn't as easy as it looks...
    
    -b

    Since I often work with Peter Phillips, Company Identity Manager 
    when I encounter legal trademark and logo issues, I contacted 
    him about the rumored 'new' logo. Here is what he said:
    
    "Yes, you can set rumors to rest. The Board of Directors yesterday
    approved the new drawing of the DIGITAL logo and the new color
    PMS 215C. Formal announcements, materials,ect. will be issued in
    mid-April."
    
    "PMS 215C is a deep Burgundy color."
    
    Regards,
    
    Peter
    
    
    

re: .25

Peter,

I would like to suggest that as soon as the new logo can be rendered in 
standard formats (TIFF, BMP, PPT, etc) that those be made available through 
the DIGITAL_ARTLIBRARY notes conference.  

A posting of file locations here would also be of assistance to those who 
don't frequent DIGITAL_ARTLIBRARY.

IMHO, the sooner we get this in front of our customers the better!

THANKS!!

Rick

It will happen. When I get the new materials, I'll post the info here
and in the DIGITAL_ARTLIBRARY notesfile.

	erik

COMPUTERWORLD seems to have gotten early notice of a pending redesign of the
Digital logo.  The following is reprinted without permission from the March 15
issue.

////////////

                        SPIT AND POLISH

DEC is working overtime to beef up its image.  Sources said President and CEO
Robert Palmer presided recently over a 70-person meeting that had an important
mandate: to determine the colors on the official company logo and to decide
whether the "i" in "Digital" ought to retain its current squared edges or be
softwned to an oval shape.  At the same time, more personnel cuts are likely
to begin moving forward later this month, sources said.

////////////

I don't know what opinion other readers had of this brief article, but I think
it's one of the most effective pieces of uncomplimentary news that Digital
could have received.  It smacks of Nero fiddling while Rome burns!

Gerry

    70 people had a meeting to decide on how the i's should be dotted and what the 
    color should be?  Is this really true?  Or, did they actually discuss something 
    of substance during the meeting?
    
    Steve

re .-1

Does it matter?  The point is that "some people" out there now
have the impression that DEC is pissing around with stupid 
things like logo redesign whilst at the same time the company 
is floundering.

I for one don't see too much wrong with that viewpoint.

    It confirms the worst suspicions that people have of Digital right now:

    (1) Digital's improved financial performance is only attributable to
    the layoffs.

    (2) Digital is still adrift and unable to exploit Alpha.

    (3) Digital thinks that hiring new VP's and a new logo are substantial
    changes that will restore it to growth and profitability.

    Oh how I wish that the article would read:

    "Digital CEO kicked all the VP's out of their offices and told them to
    go to customer sites, trade shows, telephone centers, and field sales
    offices and ordered them to listen to customers and employees."

> (1) Digital's improved financial performance is only attributable to
> the layoffs.

It might actually be the case that the improvement is due, in part, to
accounting magic, as well as the layoffs.

How many remember the expense of a few years ago when Digital
decided to changes it corporate identity by redesigning 
business cards and letterhead?  It wasn't cheap and that did
not involve a Logo change.  Do we still have to hire a Corporate
consultant to help us design the new logo?  How about a trademark
search?  These are not trivial expenses.  

Iquiring minds want to know!!

Larry

Until we see a memo giving the "real" reason for changing the logo it'll be fun
to speculate...

Since the changes are minor, (let's face it -  who will notice or care that the 
color changed?) it seems unlikely that this will have any impact on
the outside world, i.e.:

   Jane (CEO):  "Good morning, Jack - have you seen the new Digital logo?"

   Jack (CIO):  "Why, yes, I have... it projects such vigor and a sense of
                 trust that we've decided to downsize all our MVS
                 applications to Digital PCs."


Such minor changes to the logo seem to be for the sake of change itself - maybe
to let the employees that are left know that it IS a new Digital, so don't get 
too comfortable (anybody except the logo committee comfortable out there?).

I know that by clinging to the old logo, I'll be branded a tree-hugger (or worse)
but right now I could use something to hug.

Today's box score:   New logo: 1    Morale: 0

I was pondering the proposed logo change while getting ready to leave for the
day, and thought that maybe burgundy would be nice for a change instead of 
blue (like IBM).  I then glanced around my office at various manuals, etc, and
saw a variety of logos, as follows:

	White letters on blue blocks.
	Blue letters on white blocks.
	White letters on dark grey blocks.
	White letters on light grey blocks.
	White letters on red blocks.
	Black letters on white blocks.
	Grey letters on silver blocks.
	Clear letters on white grey blocks.

I shall ponder no more for today.  I have a headache!

Have a nice (colorful) day!
Shalom
Baruch

No orange?

(Boy, the "orange period" of DEC livery was ugly...)

    My DECstation has grey letters on white blocks ...  and the dots over
    the i's are already rounded (since it's pressed in plastic) ...
    
    Steve

  -1
    
    Orange logo on a white field - the 1991 telephone directory.

    C.
    
    
    
     

    Oh, yeah.  Almost forgot.  I have an internal manual that has the
    digital logo in tan on green blocks ...  Even has the little TM mark on 
    it.
    
    Steve

    The 'old' (Classic?) logo, when used properly was rendered as a
    'stencil'.  Meaning that the letters would be whatever the 
    printing surface (paper, plastic, etc.) was.  So an old logo
    printed on an orange VMS binder would be white/black/whatever,
    blocks with orange letters. 
    
    The 'new' logo will not be a stencil.  It will be burgundy with
    white letters regardless of what it's printed on.
    
    Jodi-

    Oh, oh.  Does that mean we'll get all color copiers so that when we
    make copies of the Digital logo it will come out burgundy?  Or, I guess
    we could go to burgundy instead of black ink ;^) ...  Seriously, though,
    the reason for all the colors was because it was cheaper, wasn't it?
    
    If there is now going to be a standard color, won't that ADD COST to
    all our publications and products?  
    
    We're back to the real question ...  will the new logo add any real value?
    
    Steve

    we'll all be given colored glasses...

    re: .42  good response!  :D
    
    Steve

    
    RE: .37
    
    Actually Steve, the dot on the i in DECstation is round.  The Digital
    logo above it has square dots....
    
    

    Somewhere I have a burgundy binder with a yellow/orange logo.  I
    believe it was an old "master price list" binder from the 70's.
    
    "jackin' the house", Bob

>================================================================================
>Note 2410.36                  New logo for Digital?                     36 of 42
>MU::PORTER "o� sont les neiges d'antan?"              3 lines  24-MAR-1993 11:34
>--------------------------------------------------------------------------------
>
>No orange?
>
>(Boy, the "orange period" of DEC livery was ugly...)
>

Do you mean the "corporate terra cotta" period (ca. 79-82, Marlboro site) or 
the "Chinese Red" period (dates unknown, Nashua)?

    Why are we going with a color that reminds one of "spilled blood"?
    
    -sandy
    

>    Why are we going with a color that reminds one of "spilled blood"?

    	Several possibilities come to mind:

    Perhaps it was on sale.
    Perhaps it matches the color of BP's Porsche.
    Perhaps some psychological study showed that it brought on some sort
    	of response that some marketing study showed was desirable.
    Perhaps someone on the committee that picked the color just really
    	liked it.
    Eneeny meeny minee mo.

    	I'm sure other people can come up with other ideas. 

    			Alfred

Perhaps since IBM, HP, and SUN all use blue, someone felt we should
be different.

I have a different question.  Given that they were going through
this exercise, and prepared to back it up, and that it will probably
have to last us another 20 years, surely they asked whether we should
go with DIGITAL or DEC.  So the question is, what rationale went into
staying with DIGITAL?

   Gary

    I can't help but think that spending time and money on something that
    doesn't seem real important right now seems wasteful.  If however this
    is all part of a broader plan to make Digital, or digital, or DEC a
    household name then I support this change.  
    
    Needless to say I am still undecided.  My $.02 worth.
    
    Kevin

    
    Interesting......
    
    List in order the names that are most recognized:
    
    Digital
    
    Apple
    
    Microsoft
    
    Compaq
    
    Intel

re Note 2410.50 by POBOX::KONEIL:

>     If however this
>     is all part of a broader plan to make Digital, or digital, or DEC a
>     household name then I support this change.  
  
        Why would an SI/middleware/silicon company want to be a
        "household name"?

        Bob

    Because right now no one thinks of us first when making buying
    decisions.  Turn on the TV and you get ads for IBM saying what a
    wonderful partner they are.  We get ads about Intel inside.  These
    things result in RFPs requiring Intel chips and SI bids being written
    with IBM in mind.
    
    When you want a cold caffenated soda, do you specifically order, Pepsi,
    C&C, Shaws.  No, typically people order a Coke.  That's the advantage
    of being a household name.  You get thought of first.  We want to be
    that company brought in to help design the RFP, so we get the SI
    business.  We want to be considered as a standard chipmaker so we sell
    the systems.  If we get to be number one with SI and chips, we'll bring
    the middleware along for the ride and suddenly we are doing well, and
    establishing defacto standards, just like Microsoft.  We stop being the
    oh yeah, what are they offering company.  We turn a profit.
    
    Anyone can influence a buying decision.  There are more small and
    midsize businesses out there than any other kind.  We don't have a
    sales force large enough to call on everyone.  By being a household
    name, people call us.  We net more business than we can reach today. 
    
    Its long past time that we should be doing this kind of advertising. 
    Lets hope these ads are better than the dumb ones they ran last year
    with the people talking to the monitors.
    
    	Dave Brunell

    There are plenty of industrial companies with large market share,
    large profits, and excellent reputations that do not want or need to
    become a household word.
    
    Becoming a household word isn't necessary to Digital's success at least
    as I believe Robert Palmer has defined it.
    
    On the other hand, once the goal is set to become a household word,
    then you've committed yourself to millions of dollars to establish and
    keep your name in lights, and you spend millions each quarter to do
    just that.
    
    Sure, 95% of the market doesn't do business with us.  Part of that
    might have to do with what happens after a person calls 212-943-1120
    or 1-800-DIGITAL.

Greetings all,

Pat don't you feel somewhat better that we are at least doing SOMETHING
to get a direction to this company. I've had customers that have told me
that they feel foolish recommending DEC when their managers never hear
anything about DEC from outside sources. There are only two mags left 
(DEC Professional and DN&R) that give information about DEC comunity.
The thing I liked about KO's ideas was that if you build the best product
people will buy it. I don't have any better ideas so this looks like
a good starting point. 

Fred

    .56
>The thing I liked about KO's ideas was that if you build the best product
>people will buy it. 

    
    but without good marketing and advertisements, most people will not buy your
    products even if it is the best quality.  ones people buy your products
    and then see how good it is, then may be you dont need to advertise as much
    to these people, but to start with, you need lots of marketing work.

    why do you think Intel have so many commercials on TV about "Intel
    inside" theme? they have good chips, and so we too, but they do much more
    commercials to make their name popular and stick in people minds.

    \nasser

    I believe that the shareholders are seeing "direction", I really doubt
    that the customers see "direction".

    The cosmic marketing problem for Digital is not "recognition", it is
    "clarity".

    Every time a customer "raises the issue", it's "the cee-bee-you's will
    sort it out".

    re .58  " I believe that the shareholders are seeing "direction",..."
    
    Can't agree at all with you - I am a shareholder and an employee and I
    have contact with many shareholders and employees here in this area and
    almost all believe we are becoming a chip manufacturing company.  Is
    that the direction?

    Shareholders are seeing visible progress towards eliminating the losses
    and the expenses.  Shareholders, for the most part, care about the
    bottom line.  The shareholders really don't care if Digital has 20,000
    or 200,000 employees.
    
    Customers and employees don't know where Digital is going.  (Or they
    use the weaker form and say they have anxiety over the future.)
    
    What's missing, of course, is a sense of mission to replace "We're the
    alternative to IBM.  We are the only other full-line, comprehensive,
    one-stop-shopping vertically integrated computer company."
    
    That mission statement is dead.  In fact, it's dead for IBM as well. 
    What's the real replacement? 

    re-1:  "Customers and employees don't know where Digital is going"
    
    Just a little Mill humor, but since the decision to close the Mill,
    we will be going to Powdermill Road 8^)
    Mark
    

    RE: .60
    
    Well, I don't think the mission statement is dead, at least not in
    Canada.  We got a new one last year:  "To be sought after by our
    customers and partners, to lead them in planning and implementing open,
    multi-vendor I.T. solutions to achieve their business goals".
    
    Sounds a lot like the cuurent plans.
    
    Was this a "Canada only" statement, or corporate-wide?
    
    Otto.

	re .62:

>    "To be sought after by our
>    customers and partners, to lead them in planning and implementing open,
>    multi-vendor I.T. solutions to achieve their business goals".

	Looks woolly to me. Sure, it has a pleasant ringing sound,
	but the semantic content is low.

	"To be sought after by our customers and partners" is almost
	meaningless, because it is circular. Who are our customers
	and partners? Why, those who seek after us, of course.

	The bit about "open, multi-vendor I.T. solutions" is fine and
	matches closely what I hear about "distributed systems that
	work", etc.

	The problem there is that few outside Digital identify the
	company with that sort of expertise. They would look to
	systems integrators and consultants, reasoning logically
	that it is a conflict of interest for a hardware vendor to
	seek to integrate multiple vendors' equipment.

	/Tom

Well, I eagerly pulled a new copy of the logo from Erik's 'Digital
ArtLibrary' to see what all the fuss was about...




The .DDIF version crashed Utox (an internal graphics viewer/conversion
tool).




I managed to get the .EPS file converted into a Sixel file and printed on
an LJ250. While printing an additional copy, it ran out of magenta ink
yeilding a logo with the top 3rd burgundy with the remainder a sickly-
looking yellowish gray.

In this crumudgeon's opinion, the impact of the logo change is about
equal to wanting to get warmer by "stepping 10 feet further south so as
to be closer to the sun".

Change for the sake of change, IMHO.

Lee

    During our (Canada's) amusing little debate on our Constitution, it was
    explained to me that since the government is mostly lawyers, and since
    they had no idea at all what to do about the fiscal problems of our
    country, and since they couldn't possible imagine a billion anything,
    let alone many billions that they worked on what they could understand
    - legal jargon and picky semantics.
    
    It sort of makes sense to me, and I can see it applying to me from
    time-to-time as I work hardest on what I can do and apply less effort
    to things potetntially higher in priority but which offer little
    opportunity for me to make a difference.
    
    So too, it probably is with Digital.  Unable to grasp the concept of
    being an all-round� information technology provider, management drops
    the mission and works on things it can understand.  Too bad.  As what
    we were, we were second only to IBM.  (A company which in its old age, 
    has kindly offered its marketshare up virtually to a public draft, 
    like a folding sports franchise.)  As a chipmaker�, do we even make the 
    top 10?
    
    
     � The term 'all-round' does not require that we be 'all things to all
    people', rather that we involve ourselves well and skillfully in MOST
    IT-related things - hardware (building, selling, servicing), systems 
    software (building & selling), application software (building & selling),
    consulting, management and implementing.  All these services can be
    provided but not in all cases.  (Or, to maintain a better image, and
    'noever say no', sometimes we'll deliberately price ourselves out of a
    project.)
    
    � Even if we call ourselves a "Foundry" we're still way back there.
    
    
    Don
    

	The following bit of rubbish showed up in VTX today:

		"Designers from Sampson Tyrrell of London redrew the 
		 characters to make each of them easier to read and more 
		 contemporary-looking.

		  The modifications coming to the logo will reinforce 
		Digital's image as a company that is changing to meet 
		current marketplace conditions, while maintaining the 
		values and standards that customers expect.  A 
		combination of color and artwork subtly conveys the 
		brand identity effort's key message -- that Digital 
		employees are dedicated to customers' success.

		 The change that employees will notice most is the switch 
		from "Digital blue" to a rich burgundy, a color that 
		people associate with respect and warmth.  Research 
		indicated that all over the globe burgundy conjures up 
		images of prestige, professionalism, and trustworthiness.
    
		 In addition, says Peter Phillips, Corporate Identity 
		manager, "no one else in our industry uses burgundy.  
		Color alone will make the Digital logo stand out." 

	Right. I can see it now - two people are looking at a 
	piece of computer equipment with the new logo on it. Do they talk
	about whether this gear is faster, more affordable, whether using
	it will solve their business needs? No. If I am to believe VTX,
	they will look at the logo and exclaim:

	Customer 1: "This is clearly the best computer for us to buy"

	Customer 2: "Yes, I can see by the easy to read and 
		     contemporary-looking logo that it is made by a company
		     who's employees are dedicated to our success."
    
	Customer 1: "After all, no other vendor in the industry uses
		     Burgundy, a color which I associate with respect 
		     and warmth."

	Customer 2: "Not to mention prestige, professionalism, and 
		     trustworthiness."


					Tom_K

Take whoever's responsible outside and shoot them.

    i like the color burgundy (that's the one that is almost orange,
    right?) i think it is easier for eyes with astigmatisms. now all what
    we need to find is lots and lots of customers with astigmatisms and
    we will be all set.

    \bye
    \nasser

    re .66
    
    In the '50s - 53 or 55 I believe, Buick took the "Cruiserline
    Ventiports" off their cars - those are the fake 'holes' on the front
    fenders.  They had their worst sales year ever.  Nothing else was
    deemed to account for this, and there was no particular fan-fare around
    it.
    
    So...   Maybe purple logos will work.
    
    FWIW The Calgary Customer Center opened in January of '92 with a teal,
    burgundy and grey motif, and we've be using burgundy and teal
    alternately as logo colours (yes, I know it's not "official" but it was
    done in keeping with the guidelines) since.  
    
    Whatever was paid to the London group could have been saved...
    
    

Attention moderators:

From looking at the last few lines .66, it appears that it must be a
direct extract from a marketing document associated with our new logo,
no doubt Restricted Distribution.

Should .66 be set /hidden lest such powerful information fall into the
wrong hands? What if another company should switch to burgundy for their
logo?

Lee

Actually I think the effect they are looking for is:

  Customer 1 (browsing newspaper.  Glances at Digital ad and NEW logo ): 

	Gee, I was having such a bad day, but for some reason that
	I can't explain, I'm feeling just much better... relaxed, confident.

  Customer 2: 
	
	Yeah. me too, I was feeling overwhelmed with problems from our 
	current business systems, but for some reason, I now think we can
	now solve them.  

  Customer 1:

	Hey, here's a "new" computer company (shows partner ad).
	Perhaps they can help?

  Customer 2: 

	Digital Watches?  (Looks at Ad).  Oh.. Yeah.. maybe you're right.
	Lets GIVE THEM A CALL.

  Customer 1:

	Gee, Nice logo.

        

    
    Does anyone know where I can get a .BMP of the logo?
    
    Thanks,
    
    Glenn

    re: .66
    
    Yesshheeeeereee ... thassa firs ... 'scuse me, that's .. uh, the first
    thing I *think* of when you mention burgundy ...  <ulp> oh, 'scuse me.
    Waitaminit ... room's spinning around too fast.  Oooh ... Yessiree.
    Burgundy ... means respect <hic>, um waa-a-a<ulp>aarmth, prestigggge,
    ... ooooh, got a mean hangover this morning ...  where was I? Oh, yaaa
    ... perfessionalismism, and <brrraaaap> trust-w- woorthiness!  Oh, I
    gotta sit down ...
    
    Steve

    What ever happened to the Burgundians, anyway?
    
    Anybody know how many yellow sticky pads we could've bought with this
    money?
    

>    Does anyone know where I can get a .BMP of the logo?
 
    Here is information about the logo in a number of formats including
    .BMP.
    
    			Alfred
    
            <<< NOTED::DISK$NOTES1:[NOTES$LIBRARY_1OF4]MSWINDOWS.NOTE;1 >>>
                             -< Microsoft Windows >-
================================================================================
Note 2745.13        Available: Digital logos in TrueType font           13 of 13
AKOCOA::PDICKERSON "Philip - an Aussie in PC-land (" 66 lines   6-APR-1993 09:46
                  -< New Digital logo in some PC formats... >-
--------------------------------------------------------------------------------
    
    The new logo is also now available in other formats (such as WMF) - see
    the note attached below.
    -----------------------------------------------------------------------
    
                       <<< CALDEC::DIGITAL_ARTLIBRARY >>>
                   -< the digital ArtLibrary meeting place >-
================================================================================
Note 540.7  How to obtain the electronic version of the updated Digital  7 of 13
HALFDM::GOETZE "Self-expression is only real after " 54 lines   1-APR-1993 17:19
                          -< PCs and {DOS, NT, OS/2} >-
--------------------------------------------------------------------------------
The updated Digital logo is available from two systems today: 

	CALDEC::ART$ROOT:[PC.LOGOS]
	NACIMT::ART$ROOT:[PC.LOGOS]

Over time it will also be available from the other ArtLibrary distribution
points.

There are four different items of Digital logo clip-art, reflecting the 
various combinations of logo with and without trademark (tm), and either 
in B&W or burgundy & white. These items are available in different graphics
file formats, such as PC EPS with color preview, WMF, CGM, BMP, and DXF 
which work with PC-platform applications. Please consult note 11.*
in the CALDEC::DIGITAL_ARTLIBRARY notesfile for an explanation of the
various file formats, while note 37 contains directions for how to
copy PC clip-art files over.

	EPS with color PC preview files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.EPS	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.EPS { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.EPS { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.EPS { Black & White, 72pt, TM mark }

	WMF files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.WMF	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.WMF { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.WMF { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.WMF { Black & White, 72pt, TM mark }

	CGM files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.CGM	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.CGM { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.CGM { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.CGM { Black & White, 72pt, TM mark }

	DXF files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.DXF	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.DXF { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.DXF { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.DXF { Black & White, 72pt, TM mark }

	BMP files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.BMP	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.BMP { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.BMP { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.BMP { Black & White, 72pt, TM mark }


	erik

Let me give a different take:

A little over a year ago I visited the Smithsonian exhibit on computers.
Lot's of neat stuff, including some old DEC equipment.

Near the end were some touch screens with more info on the exhibit.
These had a combination of live action and computer animation.  The 
lead-in live action showed the curator surrounded by boxes from the
various manufacturers who had donated to the exhibit.  The IBM, SUN
and Apple boxes stood out, with generally large logos, in color, centered
on the side of the boxes.  You had to hunt to find the Digital boxes 
(they were there).  Black ink on brown paper stuck in the corner of
the box just didn't stand out at all.  If you weren't looking for it, 
you would come away believing that IBM, SUN, Apple were the major donors,
and not knowing at all whether Digital gave anything.  (In fact, one of
the behind-the-scenes systems running things was a VAX.)

It's difficult to tell whether shelf space at CompUSA will ever be
important to us, but certainly standing out at trade shows is important.
Even standing out in other marketing literature is important -- imagine
an Oracle or Microsoft or Lotus glossy brochure showing the logos of all 
the hardware on which they run.

So, overall, I believe the color change is worthwhile.

   Gary

PS ... which is not to say we needed to pay a consulting firm
to pick the color, or make incredibly subtle changes to the design of
the logo.

    
    re: .75
    
    Thanks much.
    
    Glenn

    Re .all
    
    I'd love to know what Dick Lennard would have written in reply to this
    string.
    
    Dave

Snorts and guffaws don't come across well in notes.

Since the posting of the original note containing filenames for
the new logos, a slight revision to the red was made. As a result,
please see note 540 in the CALDEC::DIGITAL_ARTLIBRARY for the
latest filenames. Or I can re-post the same info here.

Basically instead of being Pantone 215C, it is now a mix of PMS
colors. Not very different from before.

	erik

    If anyone knows who I can contact in the company to express my
    *distress* over the amount of money that must have been spent changing 
    the logo from blue to burgundy and changing the dots on the i's from
    squares to dots....
    
    I have to lay off my temp (who supports 30 engineers), not purchase
    anything without a signature from "god" and *they* spend $$ on this
    change?
    
    Who sets the priorities for this company?  Who authorized this?
    
    Can't tell I'm a little upset - can you....?
    
    Angeline

    Not to mention all the folks losing their jobs, the costs of
    replacing ALL the letterhead, envelopes, business cards and
    marketing material....

re:.81

   I would start with Bob Palmer and then work my way up the organization....

           <<< Note 2410.81 by PASHIN::JOVAN "God abbrv: Goddess" >>>

See 2518.14

RE: .82


Letterhead, business cards and marketing material were NOT REPRINTED
due to the logo change.  New material is being printed when necessary
with the new logo, but perfectly good material is being used until 
it is gone.


let's not overstate the cost of changing the logo,I'm sure it was high
enough.


-bill

 >If anyone knows who I can contact in the company to express my
 >   *distress* over the amount of money that must have been spent changing 
 >   the logo from blue to burgundy and changing the dots on the i's from
 >   squares to dots....

 Well, that's really a suggestion for improving profitability (by not
 throwing money away on senseless trivia).

 You could submit it to DELTA ...

    

For people looking for logo locations, there has been a slgiht change
in one of the systems offering the logo...
----------------------------------------------------------------------

    Notice:

    The DIGITAL_ARTLIBRARY notesfile has moved to node TRINTY::
 
    The Digital ArtLibrary clip-art files available from node
    CALDEC have moved to TRINTY:: as of June 1, 1993. Any
    references to CALDEC in instructions for accessing
    clip-art should be replaced wth TRINTY.

    All clip-art services and files which were on CALDEC
    will be available from TRINTY.
 
    Also remember that the entire ArtLibrary is available from
    many other systems. Official distribution points today
    include HARBOR::, VMSMKT::, BREAKR::, and NACIMT::

    As always, for the absolute latest word on developments,
    stay tuned to the TRINTY::DIGITAL_ARTLIBRARY notesfile.

    erik
 

    re: .85
    
    In some parts of Digital old logo stock was discarded and new materials
    were ordered.
    
    In parts of Digital Bill Jackson is familiar with, the existing stock
    seems to still be used.

     Re: .86

     The Delta program has been cancelled and is being consolidated with
     some other group.  New submissions will not be accepted after today.

  

    re: .89, WRT .86 --
    
    .86 was meant to be humorous, or at the very least, ironic.
    
    					andrew

    If you have questions or comments about the new logo or
    any company identity issue or standard, please contact:
    Peter Phillips, manager, Corporate Identity...
    
    Peter Phillips @MLO
    DTN 223-2493
    
    
    Jodi-

    Here is the request that I have sent to Mr. Phillips.  I will post an
    answer here with his permission - Angeline
    
    
From:	MTVIEW::JOVAN "AMG Operations Mgr - 543-4619  02-Jun-1993 1450"  2-JUN-1993 14:55:06.10
To:	MTS$::"MSO::Peter Phillips"
CC:	JOVAN
Subj:	Question regarding new logo

Mr Phillips;

I am an Operations Manager in a remote engineering group located in 
California.  I am attempting to follow all the spending freezes and 
guidelines that have recently been given by Corporate.

I doing this, I have found many ways to cut costs and save the corporation 
money.  I am a participate in helping Digital become profitable again.

My question to you is:  What was the cost associated with the change in the 
Digital logo?  

I ask this, so that I can understand what is being done to help the 
corporation and in understanding, am able to carry on this effort.

Best regards,

Angeline JoVan
MTVIEW::JOVAN

    The latest issue of Aviation Week & Space Technology (14 June 1993
    p.85) has one of our ads inviting customers to visit us at our booth at 
    the Paris Air Show.  The logo is the old familiar blue with square dots
    over the i's.
    

Well, it's been almost a year since the change to the Burgundy 
Logo. Have customers seen a change ? 

While musing over the current anomy, the following
struck me:


The three major color schemes represent major age/developmental
periods in the history of DEC, er, DIGITAL - and the colors
relate to the dominant mindsets of each period!

The Growing Years. 
Color Scheme: Warm Beige & Bright Blue.
Mindset:
We were a growing company, Little Blue. We were number 2, 
but trying harder and rapidly approaching being able
to eat I*M's lunch. We had to work harder and provide
the customer a good value for the money. (What a concept !!)
When in doubt, we did the right thing.

The Grey Years.
Color Scheme: Bland Grey.
Mindset:
We were an established company. If customer's wanted
to buy from us, fine. Let them track us down. It
wasn't in our job description to service the customer.
They should consider themselves lucky to share the planet
with us. The hiring of 'Grey' 'Perception-is-reality-there-
is-no-right-or-wrong' managers is well underway. (See note
2310). 'When in doubt, enhance your own personal Empire' becomes
the operating principle, so far as adherence to principles goes.
There is no right thing, nor is there any wrong thing,
there is only 'perception' - and who are any of us to question
_that_. Since decision-making is now out of style throughout
the company, everything takes forever to accomplish.

Naturally, customers desert us in droves. But, say the 
Grey Managers: 'Did they really leave, or was it just
our perception that they did ?' 
 
But the Bottom Line Did Not Lie.


The Burgundy Year(s)
Color Scheme: Dried Blood Burgundy.
Mindset:
We are Wounded, Bleeding.
More Human sacrifice and bloodletting is called for.
The Grey Managers are still with us, but camoflaging
themselves by saying one thing and doing another.




Will there be a fourth phase ? 
One of optimism and growth ? 
One of adherence to commitments ? 
One of Leadership and Integrity ? 
One of deciding to DECIDE and moving forward ?


I, for one, am not holding my breath.



Rod

I didn't necessarily agree with our decision to change our logo color, but the 
new burgundy color does look pretty slick on the new Corporate VISA card.

Jim

>                       -< AW&ST ad still has blue logo >-

           The latest issue (Feb '94?) of Industrial Computing (I believe
           that's the name) has our ad with the burgundy logo with square
           dots over the i's.

           S

    Forward the ad or info to... 
    Peter Phillips, Corporate Identity Manager at:
    
    Intrnl Mail Addr:  MLO3-2/K29  Location:  MLO
    Node:  @MLO  Username:  Phillips  Org Unit:  COMMUNICATIONS,
    Corporate Identity Group  Position:  Director Corporate Identity

    Don't know how many people saw the Boston Globe this morning. Business
    section had a nice front page article on Digital's great Q2
    performance. Next to the article was a graph showing our quarterly
    results over the past two years with a nice BLUE Digital logo
    underneath it! I'm sure the Corporate Image people are having a fit
    over that one!
    
    Debbie
    

    We were informed yesterday that the new "DIGITAL SEMICONDUCTOR" signs
    will replace the digital signs at the entrances next week. Most ofg the
    Business Units will roll out their new identity shortly.
    
    @Hudson

	From the FWIW Dept.:

	The Spitbrook Rd. facility got its old white with black letters
	sign replaced with a new burgandy/white on a slate gray platform
	sign last week. 

	I have to admit, it looks sharp and very professional. Maybe the
	colour change wasn't such a bad idea?

								mike

�	The Spitbrook Rd. facility got its old white with black letters
�	sign replaced with a new burgandy/white on a slate gray platform
�	sign last week. 

Got new ones here in LJO and I notice new ones at TAY as well.  Guess it
was facelift time around the area.  And soon MRO will have spiffy new
Fidelity signs :-).

j.

    sorry Jeff, we got new signs too!
    
    Mark

Re: Note: 2410.102

� Title: what's in the water in Littleton?

Very cold fish.

j.

    MKO Got the new Burgandy/slate sign too!
    
    KO

    I am sure glad that Digital waited to change the signs until there were
    more substances to the claims of the turn-around.
    
    - Vikas

    MRO has two new burgundy signs - with more to come?  and another string
    reports more rumors about sale to Fidelity...  

Next to the new Spitbrook Rd. DIGITAL sign, there will soon be a new ORACLE 
sign!  Nashua Telegraph reported today the sale of $966,000 of land at 
Spitbrook Road from Digital to Oracle Corp.  The transfer was 
dated 12/22/95.

I guess the pretty trees outside my window are doomed!


							-Paul

>    MKO Got the new Burgandy/slate sign too!
    
 
    	I noticed the sign also has the two circuit breaker boxes
    	prominently mounted on the sign face too! How attractive!

The LKG site has three entrances from streets.
The new burgundy signs recently appeared at two of the three.
Even in wasting money we can not follow through and complete a job. 
:-)

CXO1-2-3 here in Colorado Springs just got a new burgundy sign this week.

Its much nicer than the old piece of junk that was out there.

- Bryan

re .100

>	The Spitbrook Rd. facility got its old white with black letters
>	sign replaced with a new burgandy/white on a slate gray platform
>	sign last week. 

What do you think the chances are to have the ascii "barcode" at the front 
entrance changed back?

Ray

Re: .112

I was wondering that myself.  Perhaps we can get a bunch of volunteers to
offer to put it back to the original.

Originally, it read "digitalsoftwareengineering"  Now it reads
"customerswinwhenwedeliver" (there's a space in there somewhere).

				Steve

    Actually, it read
    
    digitalsoftwa
    reengineering
    
    (I think)

    Yes.
    
    	Steve

    When did it change and why?
    

It changed in 1987- see WECARE::ZKO_SUGGESTION_BOX note 159 for the gory
details.  Basically, Bill Heffner, then ZKO site code manager, decided he
wanted to change the bars.  He also changed the background from orange
("Chinese Red", the official but incorrect name for the color of the software
binders at the time) to gray.

The current exact phrase is:

        Customers Win
        WhenWeDeliver


					Steve

	I've got a few socket wrenches, lets change it some evening..

							mike

First you gotta count up the 1's and 0's and see what other messages are 
possible...

    How about CustomersSwoon
              WhenWeDeliver!
    
    :-)
    
    -Paul

re .108:

Paul, I think the trees near our windows are safe.  On 12/22 Oracle had a
"groundbreaking" ceremony.  It was on the opposite side of the ZK3 access road
approx. across from the gravel storage area.  I will still miss the trees there
though.

Burns

    G'day,
     dragging my memory back a few years... won't changing the bars stuff
    up the zork(?) game? The one where if you see a set of bars and have to
    work out what they mean??
    
    
    derek
    

The version of the ZK game I played years ago used the original "spelling", not 
what is there now.  Maybe someone updated it since then.  It's on the
VMS Freeware CD.

				Steve