Dell Technologies, a global leader in technology, decided to evolve their visual identity to better reflect their impact and leadership. They partnered with VML to create a new brand identity that aligns with their true essence. The result is an identity that represents who the brand has always been, but never had the right visual or verbal approach to communicate.

In most corporate rebrands, transformation involves updating core brand elements like the logo, typography or color. But this project was different. Dell Technologies knew their foundation was right and opportunity was in the execution. Put simply, VML was tasked with transforming the identity without changing the brand.

The new identity centers on the iconic “E” in Dell’s logo, driving momentum and collective impact—and the key to our brand strategy. This approach created a unique, recognizable graphic language, enhanced by an expanded color palette, tone-on-tone hues and thoughtful photography and illustration.

The success of the refreshed identity stems from how clearly it reflects the brand’s true essence, which was previously difficult to communicate visually or verbally. This is furthered by effective brand guidelines and governance, ensuring consistent execution across 500 Dell Technologies team members and 550 creatives from 36 agencies.

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