Teradata Corporation

In 2007, NCR announced it was spinning off its Teradata division. As a division, Teradata had a logo and an identity system apart from NCR, but the new Corporation needed to defi ne its position as an independent company in the data warehousing marketplace.

A customer study showed that the market perception did not match Teradata’s own perception of its core strengths and key diff erentiators. Teradata wanted to be perceived as tech-savvy, smart, youthful, energetic, and approachable. The study showed that customers had a more conservative perception of Teradata. Teradata enlisted Bing Design to develop a logo and brand identity that would leverage existing brand equity, yet project the brand personality traits that would support Teradata’s leadership position in the marketplace.

Using information from the customer study, internal interviews, and industry research, Bing Design developed parameters to guide the logo and identity development process. For example, Teradata owned “orange” in the marketplace, so it was important that orange remained a part of the identity.

The logo had to be developed and then applied to brand guidelines, templates, and business materials. In just a few weeks, Bing designed a new look for Teradata, using a more modern and customized font and applying a stronger orange. Once the logo was approved, Bing Design was able to produce all of the elements and guidelines needed for a complete identity system.

The old logo used a serif font and had a more conservative look and feel. The new Teradata logo signifies strength, energy, intelligence, and technological superiority. Internally, Teradata associates rallied behind the new logo, energizing the spin-off activities.

The new logo embraces Teradata’s existing brand equity while guiding the Corporation into the future as a publicly traded corporation.