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Creating the Brand for a New Company - Intersil |
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 Harris
Corporation spun off their semiconductor business into a new
entity named "Intersil". "Intersil" had been the name of a
semiconductor company bought by Harris and the name was being
revived for the new company. While the Intersil name had
excellent recognition value, it was important that the new
company do two things: 1) create a new, up-to-date image for
itself and its products and 2) communicate the transition from
Harris to Intersil to its target audiences.
Intersil
required a complete brand image: positioning, logo, graphics,
tagline, literature and ad formats. Take a look below and
follow the launch. |
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Logo and Tagline |
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Transition Advertising |
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Brand Launch |
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Transition
ads, indicating Harris Semiconductor had become Intersil were
developed with a napkin as the main graphic in the ads.
The napkin has long been accepted as the icon for
innovation and engineering ideas - the tie-in to "ideas in
silicon". |
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Finally, using the brand identity elements established prior to
launch, advertising, collateral and web design were developed
using the napkin theme including a breakthrough moment which
drove the new Intersil branding into overdrive. |
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The new logo
projected a sense of action and vitality needed to counteract
the existing perception of Harris Semiconductor.
The tagline - ideas in silicon - was designed to communicate the excitement of
innovation in the design of semiconductors and be broad enough to
support several product lines with a wide
range of end applications. |
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Click here
for an Intersil Idea Launch Program overview |
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Tagline |
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One consideration was the
diverse set of products which addressed a wide range of end
applications. This made it difficult to stake a position
in a particular product area or end market. This required
we use the factor common across all products and markets -
design of innovative semiconductor products.
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Prior to
the spin-off, Harris Semiconductor was using the tagline
"your next big idea" associating the company with innovative
product and its use in customer designs. |
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The
Intersil tagline - "ideas in silicon" - became an extension of
the previous Harris tag, maintaining a tie to Harris for
transition's sake while creating a distinctly Intersil tag.
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Collateral |
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Consistent
design elements are key to successful branding. Included
here are the use of black and "Intersil red" in the framing
bars as well as the rounded corner of the feature graphic.
Feature graphic requirements were left loosely defined as
graphics should be dynamic and reflect the product and it's end
applications. |
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