EDS

EDS Purpose and posture. EDS was founded as Electronic Data Systems by Ross Perot in the 1960s. They were acquired by General Motors and then were spun off in the late 1990s to, once again, operate as an independent computer services business. EDS was in dire need of brand revitalization by 1999. There was opportunity to clarify purpose and express personality. The identity refresh was about symbolic evolution. It was about breaking out of old boxes and leaning into the new dot.com era as a leader. This effort had a catalytic impact on organizational thinking. The new design led to powerful internal communications and entirely new marketing campaigns. And, ultimately, it brought about a restructuring that broke down old silos and aligned people to rally around a focused brand mission.

Primar y Logo Identity

Brand Language Graphic Elements

Employee Communications Internal Campaign

Campus Signage Exterior Branding

Print Adver tisement Marketing Materials

Website Digital Media

Intranet Digital Media

Super Bowl Adver tisement Marketing Media