back to article CSC cranks the whalesong up to 11

It's come to our attention that CSC, the "leading global consulting, systems integration and outsourcing company", has had a bit of a face-lift and is poised to unleash on an unsuspecting world its "emotionally compelling" new brand frontage - evidently the result of thousands of hours of whalesong-driven blue-sky brainstroming …

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Bronze badge

Speaking of 11s

Speaking of going to 11, has anyone noticed that's the top volume setting of the iPlayer?

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Joke

Focussed business plan?

What they mean is that there's no coherent thought behind it...

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Paris Hilton

Chillington

I recently drove past a lorry which had a corporate identity along the side:

Chillington

Britain's Largest Wheelbarrow Manufacturer

This is now my benchmark for any rebranding I see: do I instantly know your name and what you do? Paris would understand who makes wheelbarrows in GB.

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Silver badge
Linux

CSC != SCC

And there was me thinking this was another Cheap, Small Computers™ article.

Tux, 'cause he likes SCC™s.

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Paris Hilton

Translated...

"Our logo comprises two elements: the new logotype and the holding shape."

Well actually its one element 'cause if you took away the 'holding shape' the letters would disappear.

"At once contemporary and classic,"

That's like saying small and big, ugly and beautiful or stupid and smart

"the logotype should remain relevant over time."

Until some marketing drone convinces us to spend millions on a brand new logo.

"its rectangular form and angled edges serve to connect the holding shape to our larger visual system."

It's connected to your eyes?

"Lastly, by retaining and emphasizing the color red, we are reinforcing our visual differentiation amongst the competitive set."

Yup, we are the only company in the world to use red in our logo

Paris because she is at once beautiful and stupid

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Solid mess

Unfortunately the eye tries to make a solid form from the edges,

i.e. a rectangular block, which would be fine, except that the 'CSC'

letters unfortunately protrude beyond the 'front' edge of the 'block'

thus rendering the entire thing a bit wonky ... so spot on then chaps !!

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Paris Hilton

@Chillington

Not makers of the largest wheelbarrow in the GB then? Paris would be confused clearly.

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Pirate

Oh, dear.

I feel especially sorry for all those poor souls who went through the Post Office => Consignia rebranding only to get outsourced to CSC a few years ago.

Meet the new boss...

I can't help but think that a big rebranding exercise just tells clients, employees and competitors that a company needs to concentrate more on its money to sense ratio.

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Extended oddness

I've had a look at their site. On the UK contact page there is this puzzling line:

C@ll CSC on 0845 602 4204

What in seven shades of madness is 'C@ll'? The closest I can pronounce it is 'cattle'. Has someone re-branded the letter 'a' for them or have I missed a bit of leet?

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Thumb Down

17 pages of utter b*ll*cks

17 pages of utter b*ll*cks

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Coat

Looks like...

...an 80 column punch card with the corner missing.

The one hung over the Zimmer frame with the pension book in the pocket.

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Silver badge

but it's still CSC

I'm reminded of British Rail's "smile training". As a PR exercise they told all their ticket sellers to smile at the suc^H^H^Hcustomers. The trains were still late, dirty and overcrowded (plus ca change) but at least the person selling you the overpriced ticket had a silly grin on their face.

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Linux

Without looking....

Take a piece of paper and draw the uk olympic logo... now that's modern branding.... you remember you hate it, but can't remember what it looks like so it's good because it's forgettable! Like a bad memory you can quickly erase.

Personally I think it's a missed opportunity. They could have emphasized the science by making it into a chemical formula, something like CsC (s subscripted like H2O). Or ditched the 2 C and done C2s (C with a superscripted 2 and a subscripted S). Done a whole campaign about how their business is a science. Even still cut the corners, but done a campaign of interlocking logos to show how C2s fits into other businesses.... oh well.

TUX, because Linux Laptots sounds less whiny than Windows Waptots.

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Ed

Here's what one customer thinks...

Bollocks!

Spend money on improving customer service rather than unnecessary logo changes.

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Inspired by...

...a Vodafone SIM card?

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Anonymous Coward

At the risk of being accused of pedantry

I make a six side figure a hexagon rather than a 'rectangular form' (according to the OED: rectangle • noun - a plane figure with four straight sides and four right angles, and with unequal adjacent sides. )

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Anonymous Coward

Hey, remember 2 weeks ago...

...when the whole of National Grid ground to a halt because some chimp effectively deleted all of their Active Directory? And the name of the company responsible for maintaining said files? Yep, CSC. My guess is that they were all off brainstorming in a sensory deprivation tank and left the temp with full admin controls.

"Ere, Tarquel. Take care of t'servers til we get back"

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CSC - draw a line through it

Draw a line of tipex through it and it looks amazingly similar to the old logo.

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Waw

That's not very impressive. Their site doesn't even work properly in Opera.

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Stop

@ Ralph

Don't want to alarm you, but may find Specialist Computer Centres hold the rights to SCC (TM). Ironically CSC is a customer of theirs.

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And?

CSC has done nothing to build a reputation for professionalism or value for money, nor have they garnered any good will. Unless multi-million dollar suppliers are chosen on the basis of their logo, I can't see how this is going to help CSC's business.

At least British Aerospace had merged with Marconi, and the Post Office was domestic customer facing, these are vague reasons for trying to "rebrand", but why are CSC faffing with a logo, they've cursed their old name!

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In future...

... can El Reg give us the old logo as well as the new one? We need to know just how bad or trivial the rebrand was! Give it a few months and we'll have this article showing the 'new' logo while the old one will slowly be vanishing from the web.

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I agree with the Customer

The first thing I thought when I saw the logo was "They cut the corners off" which then stuck in my mind as CSC=Cut Corners :p

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Coat

Nobody suspects...

"Our logo comprises two elements: the new logotype and the holding shape" and the bright shiny red colour. Three elements. I'll come in again.

Oh, and to me, ignoring the letters, it looks a bit like a Vodafone SIM with another corner cut out. Go on Voda, sue the pants off them.

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Anonymous Coward

Lovely logo...

Still the same shyte company though. I love the client who said "it just says to me that they're cutting corners" - Well said.

And this logo just screams "we saw the Vodafone logo, liked it, cut one corner off and put our three letters on".

I mean... come on. Who are you kidding?

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Ooooooo - Shop

What else would the loved one in your life want but some CSC gift vouchers.

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Happy

I prefer ..

.. the real CSC (http://www.csccrop.co.uk/).

Back to the article - sounds like the company board have just reproduced what the Design Company said when it handed over the invoice for £5m for the "redesign".

Again, Clothes, Emperor, New - re-arrange as you will.

Does anyone else remember Private Eyes Pseuds Corner? A great place for this type of "VapourSpeak"

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Unhappy

Flash

They have a bigger problem on the web - when I visit their page all I get is "upgrade your Flash player" so I still have no idea of who or what they are.

Oh well.

And I agree, we need to see the old logo too. Meanwhile, their old one is available here:

http://web.archive.org/web/20051230191258/www.csc.com/images/global/logo.gif

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Unhappy

Don't forget

Don't forget that their rebranding and repositioning is also paired with a 7% RIF in North America.

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Pirate

Former Employee

I used to work for them, right out of college. Went from AMTS to Computer Scientist in less than four years - skipping one of the titles along the way. When I wanted to move out of the state I was in, did they want to place me elsewhere? Nope.

Too bad for them - I would have been a "loyal company type". I still have some friends there; I suspect they are mostly just punching the clock. Good luck to them.

Pirates, for obvious reasons.

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Anonymous Coward

Emotional connection?

"By delivering strong, consistent messaging to our clients, we help cultivate an even stronger emotional connection"

Consistent message = Fecklessness

Emotional connection = Anger, frustration and the occasional bout of thigh-slapping hilarity.

Seriously, I am amazed CSC continue to attract and retain so many customers. Maybe it's the bright, shiny logos bringing them all in.

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Bronze badge
Coat

@ ShaggyDoggy

...Ah, but -- you see -- it's a "container", so it can't be a brick, but a HOLLOW rectangular object with the letters floating in the middle of it.

Which gives us the accompanying slogan to sit under the logo:

"CSC: Thinking Inside the Box®"

(That'll be $17,000, please, for the re-re-branding... Cash, and in small bills.)

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Anonymous Coward

Freshness is a new logo.

I remember Aiwa brass giving even us lowly production line bods nice glossy A4 pics of its new logo (circa 1980-something) in dimpled paper envelopes, plus of course some BS to go along with it. Looked just now, Oh - logo changed again. Surprise.

Changing trivial stuff like this is like trying to wave a fart under the table - just draws attention to the fact that ya (still) stink.

Nope, no coat. Just wearing my tee. [1]

[1] http://www.jiggy.com/cat-images-lg/gu0010t-lg.jpg

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Jobs Halo

CSC, always behind

The problem with CSC is that we are always behind and struggling to catch-up with the rest of the world. We play catch-up on people management, where we have no clue on how to effectively manage, grow and REALLY motivate and inspire people. We play catch-up in technology and innovation, where we publish on our internal magazines ideas that we describe as REVOLUTIONARY... only the IT industry adopted those ideas at least 5 years earlier... and to try and make up we establish lame Leading Edge Forums of dubious value. We play catch-up in developing effective strategies. We play catch-up in our organisational model and don't cascade its changes down well enough, so people are confused about the organisation they work for, and the surrounding organisations. And now, we're REALLY playing catch-up on branding, where we present the importance of branding as something people have never heard of, by publishing (even on an external site, so that other people can laugh at us!) presentations on how branding "have the power to create and [...] sustain real economic value"... well, wake up CSC, this is stuff that we have known for at least 50 years!! It almost feels like our top management needed a bit of training on branding, they got it, liked it, and now they're reselling it to us! Only we are not so out of touch with the rest of the world.... perhaps our branding should reflect our need to "accelerate", into the 21st century, where everybody else is.

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Alert

Women and Children First

...Look likes thier "shuffling the deck chairs" as steamboat CSC sinks....!!

HP, IBM or 'other' to buy it before the year is out?

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Cheap too

It's single colour so cheap to print up on preprinted stuff like business cards etc

Not that stupid then

Oh yes did I mention it looks like something from 1973

Actually im fact not as good as stuff from 73

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Paris Hilton

as a current mid-level CSC employee...

I would like to apologize to the shareholders who never see a stinking penny in the form of a dividend and to the clients who pay a substantial sum for our services, for this jaunt into sheer stupidity by our executive "management".

Personally, I'm embarrassed as I had the same first impression as another poster: CSC cuts corners.

I chose Paris because even she doesn't blow money on stupid ideas of that magnitude.

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BAE

I remember the bad old days of CSC at BAE SYSTEMS, and no rebranding will resue their poor reputation within the company, who delayed deploying software and hardware within the company until the last minute, scuppering many projects. No wonder then that we thought that CSC stood for C*ck sucking c*nts.

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Thumb Up

Actually...

...I rather like it. Know nothing about the company, but the logo's pretty good. My litmus test is: Would it look good on the side of an F1 car? I'd say this one would.

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Anonymous Coward

We expect our clients to expect more.

The above subject statement is one of our brand's central ideas from the faq brand doucument. What does this say to you...

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Silver badge

Seems to project a company image to me.

Am I the only one here that looks at that logo and sees a brick?

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Stop

BSG

I've never heard of CSC, and now my impression is that they are stupid enough to pay millions for tat and that the people they paid just took partial Battlestar Galactica paper and wrote "CSC" on it. Yeah. Genius.

It took longer to write the associated bullshit than to make the actual thing.

Maybe I'm just sore that someone won't sort me out for life by paying me silly money to "rebrand" them (and take my own sweet time to do it)

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CTG
Happy

New acronym

I showed this article to my 8-year old son. He thought about it for a while, and then said "So CSC means Cuts Some Corners?"

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CSC Cuts Corners

At last - an honest logo

CSC cuts corners

They could have cut all four but the design team were downsized

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Linux

Get behing the Lawyers

Those marketing driods need to be next in line after all the lawyers are put up against the wall.

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Dead Vulture

CSC

CSC = Can't Support Crap

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4 corners

All four corners are cut, but two of them are cut in a different dimension, and you'd need either a laser refracting anti-gravity cosmotron or a piece of greaseproof paper to see it clearly. Don't try this at home.

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A joke of a company

Cowboy's Servicing Computers. Far too many non technical middle managers. Far too many non technical project managers.

There are so many service delivery managers (again who have little or no technical knowledge) that as a techie it's sometimes impossible for find a sdm to take responsibilty)

The main people at CSC are the accountants who have to deliver cost savings.

The senior management have made such a fuss over this re branding. If we could offer customers up to date technology, implemented by technical staff who understand the products then maybe CSC can accelerate. However I think not.

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Anonymous Coward

I like it.

I didn't realise that CSC even supported "Care in The Community" left alone use sombodies first attempt at graphic art.

I bet they can't wait until August and find out if this piece of work got their Art GCSE up from an E to a D, so good luck with that.

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