Network Applications Rebrands as NetApps with a New Logo
Network Applications is a data storage firm whose nickname, NetApp, became better known than its formal name. The company finally gave into the nickname and officially changed its legal name to NetApp. The company even launched a new NetApp website, slogan and logo to go along with the rebranding effort.
The new NetApp slogan is, “Go further, faster”, and the new NetApp logo stylizes the “N” in NetApp to represent what the company refers to as a “bold blue gateway, designed to convey NetApp’s strong history in the data management business and its commitment to innovation and customer service.” Well, so much for “innovative” since the stylized “N” is already being used by Novatio stores in Belgium (Novatio sells glues, de-greasers, cleaners and lubricants).
Here are the NetApp and Novatio logos:
Now, I will concede that the two “N” representations look slightly different, but the similarity could represent trademark problems for NetApp. Elisa Steele, NetApp’s senior vice president of marketing claims that NetApp doesn’t care about Novatio’s logo since it’s in a different industry, and NetApp is following appropriate legal registration procedures. Nevertheless, it appears that someone didn’t do their due diligence.
What do you think? Should NetApp power forward with its existing rebranding initiative despite its less than “innovative” new logo?
Image source: The Register
Tags: NetApp, rebranding, slogan, trademarks, logo design, Novatio, brand design
1 opinion for Network Applications Rebrands as NetApps with a New Logo
Steve
Mar 25, 2008 at 10:51 pm
This exactly why the name change:
1. The old name was Network Appliance (not Network Applications)
2. The new name is NetApp (not NetApps)
aarrrrgh!
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