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 …

COMMENTS

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  1. Anonymous Coward
    Anonymous Coward

    Speaking of 11s

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

  2. Adam Foxton
    Joke

    Focussed business plan?

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

  3. Dunstan Vavasour
    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.

  4. Ralph B
    Linux

    CSC != SCC

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

    Tux, 'cause he likes SCC™s.

  5. P Saunders
    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

  6. ShaggyDoggy

    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 !!

  7. Chris
    Paris Hilton

    @Chillington

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

  8. Anonymous Coward
    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.

  9. Ferry Boat

    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?

  10. Mike Rouse
    Thumb Down

    17 pages of utter b*ll*cks

    17 pages of utter b*ll*cks

  11. david
    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.

  12. Pete

    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.

  13. Anonymous Coward
    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.

  14. Ed

    Here's what one customer thinks...

    Bollocks!

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

  15. Rhyd

    Inspired by...

    ...a Vodafone SIM card?

  16. Anonymous Coward
    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. )

  17. Anonymous Coward
    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"

  18. Henry Prendegast

    CSC - draw a line through it

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

  19. Alex Wood

    Waw

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

  20. Anonymous Coward
    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.

  21. call me scruffy

    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!

  22. caffeine addict Silver badge

    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.

  23. Daniel Wilkie

    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

  24. Mister Cheese
    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.

  25. Anonymous Coward
    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?

  26. Darren B

    Ooooooo - Shop

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

  27. James
    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"

  28. Anonymous Coward
    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

  29. Anonymous Coward
    Unhappy

    Don't forget

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

  30. Anonymous Coward
    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.

  31. Anonymous Coward
    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.

  32. Mike Moyle Silver 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.)

  33. Anonymous Coward
    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

  34. Anonymous Coward
    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.

  35. Anonymous Coward
    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?

  36. ShaggyDoggy

    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

  37. Anonymous Coward
    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.

  38. Paul Lee

    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.

  39. Anonymous Coward
    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.

  40. Anonymous Coward
    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...

  41. Captain DaFt

    Seems to project a company image to me.

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

  42. Martin Lyne
    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)

  43. 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?"

  44. Stephen Stocks

    CSC Cuts Corners

    At last - an honest logo

    CSC cuts corners

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

  45. John Dooley
    Linux

    Get behing the Lawyers

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

  46. Anonymous Coward
    Dead Vulture

    CSC

    CSC = Can't Support Crap

  47. ShaggyDoggy

    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.

  48. Anonymous Coward
    Thumb Down

    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.

  49. Anonymous Coward
    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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