Sun Microsystems asked us to evaluate their corporate brand and recommend an identity communications strategy to strengthen their position as an international leader in the technology industry. Our study included an extensive investigation of their image, growth plans, and communications needs. We recommended updating their primary logotype but retaining the original diamond monogram. The monogram had been created by the company founder, Scott McNealy, while a graduate student at Stanford University and he felt the subtle repeat of the S-U-N letters (Stanford University Network) was an important equity for the company. We consolidated their separate company and divisional brands under a common corporate identity system and visually emphasized their products with stimulating graphic imagery. Following implementation of the updated corporate identity across all media, we developed applications for many of Sun’s key product lines. Our team’s SunSoft product identity shown below delivers on the promise of power for professional users of this sophisticated programming software. Sun Microsystems
 
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