Seagate Evolves Brand Identity Amidst Rapidly Expanding Portfolio

New branding, ad campaign, and partnership with Getty Images demonstrates how data is alive and shaping the human experience around the world

Seagate—a world leader in storage solutions—is using the 2015 International Consumer Electronics Show (CES) to unveil a dramatic and contemporary rebranding of the company that reflects how its expanding solutions portfolio is helping consumers, businesses and partners to create, preserve and share their most precious content and data. The new brand—which is being rolled out in the Middle East currently and will continue throughout the year—underscores how Seagate’s product solution portfolio extends the company’s deep expertise in data storage components into flash, systems and solutions for an even broader set of customers and partners. The focus of the new Seagate brand is the “Living Logo” which will showcase data as a living, vibrant thing that powers human invention, culture and advances. Through a partnership with Getty Images, Seagate will be able to use the logo on its website to tell an infinite number of visual stories about topics such as technology pioneers and breakthroughs in human history. The Living Logo itself represents new patent-pending software technology and will be the focus of a national awareness campaign backed by Seagate’s largest marketing investment ever. “The new Seagate brand is a powerful representation of the total commitment that Seagate is making to help businesses and consumers realize the full potential of ‘living’ data,” said Steve Luczo, Seagate’s chairman and chief executive officer. “We are refreshing the look and feel of our company and we are redefining the relationships we have with our consumers, businesses and partners. The campaign will help reinforce our unique position in the marketplace – offering a wide variety of component technology, as well as complete solutions, that give our customers total flexibility in how they manage and access all of their content and data.” Seagate’s new products announced at CES reflect the new company brand, including cutting-edge consumer products like the Seagate Seven drive—the world’s thinnest portable hard drive at 7mm thick—the Seagate Wireless—a colorful 500GB portable wireless drive—and solutions like the Seagate Personal Cloud that enable people to easily access music, videos and documents at home no matter where in the world they are. Additional products unveiled by Seagate at CES include two flagship products from LaCie, the premium brand from Seagate. The LaCie Mirror is a signature piece created in collaboration with acclaimed French designer Pauline Deltour and works as both a functional 1TB hard drive and striking piece of décor. The LaCie Rugged RAID also joins the company’s consumer lineup with twice the speed and capacity of a standard mobile hard drive but with an emphasis on portability and durability that is shock, dust and water resistant.