< Palm, Inc. / www.palm.com

branding Palm.com

challenge:

Shortly after being purchased by 3Com from US Robotics, Palm finally implemented its own distinctive identity and branding developed by Turner Duckworth. Over the next few years Palm and Palm.com would go through several minor re-brandings and then two major rebrandings when: 1) Palm, Inc. split into PalmSource and palmOne, and 2) palmOne reacquired rights to the Palm brand and name. Each time, the corporate branding had to be adapted to the web medium and then applied to thousands of pages on sites around the globe.

solution:

The online branding was carried by five primary elements: 1) prominent corporate coloring on each page, 2) prominent placement of corporate logo, 3) use of distinctive shapes and layouts, 4) typography, and 5) a consistent user interface (navigation, buttons, menus) across all pages on all company web properties. Forward-looking page coding (via SSIs and CSS) made it possible to quickly update these key branding elements at each brand transition.

our role:

• interpretation of branding system/guidelines for online context
• page coding strategy for easy maintenance & transitions
• supervision of each branding changeover across all global sites