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palmOne adopts new Palm brand name and logo
Posted on 14-Jul-2005 18:44. | Tags Filed under: News.

palmOne adopts new Palm brand name and logo
Following the announcement on 24 May 2005 that palmOne had acquired rights to the Palm brand by buying out the share of the brand formerly controlled by PalmSource, Inc. comes the official announcement of a renewed company.

palmOne has begun trading under the symbol PALM, formerly traded under the Nasdaq ticker symbol PLMO, changed its name back to Palm, Inc., adopted a new logo, and moved headquarters. Palm, Inc. is now located in Sunnyvale, CA. Two four-story structures provide 288,000 square feet of office space.

"I'm confident we'll build our momentum even faster now that we can use the same term consumers and business people have always used for our products -- PALM," said Ed Colligan, Palm president and chief executive officer. "And while a lot has changed -- our name, ticker, logo and headquarters -- our vision remains the same. We believe the future of personal computing is 'mobile computing,' and we aim to deliver superior hardware and software solutions so that we can continue to set the bar in the industry."

According to company officials the new logo builds upon the brand equity already established in the former blue Palm circular medallion, but the updated typeface suggests the trend toward digital content and an orange gradated background evokes energy. The logo was created by Turner Duckworth, a leader in brand identity design that counts among its customers and Coca-Cola. Turner Duckworth has created Palm and palmOne brand identities since the original blue medallion logo, including Zire, Tungsten and LifeDrive.

Russell Research conducted a market research in a study conducted among business professionals and found that the Palm brand was readily volunteered by 27 percent of respondents when asked to name a company that makes PDAs or handheld computers. Russell also found that 55 percent of these respondents were aware of Palm on either a voluntary or prompted basis.

palmOne, Inc. was created in October 2003 when the earlier Palm, Inc. spun off PalmSource and acquired Handspring, Inc. At that time, the decision was made to share the Palm brand between palmOne and PalmSource. Over time, customers have come to identify the name Palm more with physical products than with the operating system that powers it.

The company has three product lines: handheld computers sold today under the Zire and Tungsten subbrands, smartphones sold under the Treo subbrand, and a new category of mobile-computing products called mobile managers. LifeDrive mobile manager was the first in this new line.

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