Speaking of 11s
Speaking of going to 11, has anyone noticed that's the top volume setting of the iPlayer?
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 …
"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
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.
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.
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.
...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"
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!
"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.
.. 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"
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.
And I agree, we need to see the old logo too. Meanwhile, their old one is available here:
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.
"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.
...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.)
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. 
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.
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.
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.
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)
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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