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Identity Corporate
Identity Commerce
One
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Commerce One
Corporate Identity
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The Challenge
A startup company with ambitious plans, Commerce One had
the ingredients of a company destined for success. Armed
with a great product and seasoned management team, Commerce
One entrusted Fathom to deliver their new brand. Our
experience with startup organizations combined with our
ability to deliver high quality solutions at break-neck
speeds made us the ideal candidate to deliver the results
they needed.
In a joint partnership with San Francisco
based PR agency, The Horn Group, Fathom embarked on
a journey of investigating,
learning and strategizing how to brand the new company.
In an emerging new field labeled ebusiness, staying alive
was challenging. Being above the competition required
insight, persistence and superior solutions. |
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From
removable tatoos to calling cards, from event signs to building
signage,
Fathom gave the new symbol great presence in a variety of
applications. |
The Process
A thorough understanding of the company's goals stimulated
Fathom to search for solutions consistent with their objectives.
Still at the peak of the dot com boom, we researched designs
that were unique, yet conservative. At a time when new
competitors arose every week, it became crucial to differentiate
yourself from them. A blue elipse became the dominant shape
giving the symbol approachability and strength. The connected
M's provided simplicity and character.
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Identity
guidelines ensured accurate, consistent reproduction of all
corporate
materials. In addition, employees and outside vendors were
empowered to be
self sufficient with tools provided by our design team and
production staff. |
An unusually simple
and
conservative business system gave
great emphasis to the symbol. |
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The Solution
Commerce One still today is one of the most well recognized
brands in the technology world. Their brand strength combined
with a great product offering led to sales growing from
$439,000 in 1995 to $408 million in 2001. At it's peak,
the company's stock market capitalization reached well
in excess of $40 billion. Fathom is proud to have been
an integral part in the development of a brand that helped
Commerce One differentiate itself in a field where there
were a flood of competitors.
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The
C1 arc became the common graphical element accross marketing
collateral. |
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