It seems there is a lot of confusion over the new Palm name. There appears to be a 1 in the logo, but it’s not carried forward to the name. Read on for Palm’s insight on the color scheme and the logic behind the name change. I have edited the article to reflect the l in the name.
No joke, the new name of the Palm company that produces the hardware is called palmOne. Set to be official in 2004 after the Handspring acquisition is out of the way, the palmOne branding machine is already rolling with a new logo, color scheme and web site.
I’m not sure how this will take. The words “Palm One” don’t exactly roll of the tongue the same way “Palm” or even “Handspring” do. Why they decided it was important to change the branding is beyond me. Thankfully they go one to explain it in detail in their release:
“Our brand promise is so well understood by the marketplace that the concept of ‘One’ in our new name was immediately compelling,” said Ken Wirt, Palm Solutions senior vice president and head of sales and marketing. “‘One’ is a powerful addition to the instant brand recognition and identity of the Palm name.”
The new name is characterized in two colors — deep red for the word “palm” and vibrant orange for “One,” reflecting the subbrand colors for the company’s Tungsten line of solutions for mobile professionals and business and its Zire line of solutions for consumers and multimedia enthusiasts, respectively. The lower-case treatment of the company name gives the word “palm” visual emphasis. Products will begin to bear the new brand name in 2004. However, a new website ( http://www.palmOne.com ) is live today and features product information and support services previously available at http://www.palm.com
“The red/orange combination is a bold departure from the blue that Palm has used for many years and builds on our new subbrands,” Wirt said. “Energy, enthusiasm, power and innovation come across much stronger in our new combination.”
“Our new name also signals a new beginning at Palm,” said Bradley. “Building on our momentum in the handheld computing space worldwide and complementing it with the expected integration of the award-winning Treo line of smartphones from Handspring will give palmOne the broadest portfolio of handheld computers and smartphone products led by the most experienced team in the industry.”
Adding the Treo may give them a broad line of offerings, but adding the “One” to the name is really a poor decision. In his quote, Ken Wirt says, “Our brand promise is so well understood by the marketplace that the concept of ‘One’ in our new name was immediately compelling.” If it’s so well understood, then why change the name and the branding? Isn’t that the point of good branding in the first place? I love the zen feeling they try to envelop with the resoning behind the colors as well.
I wonder what it was like the conference room when everyone was sitting around reviewing the names and new branding they no doubt spent thousands upon thousands of dollars on. Sheesh…I can’t be the only one who thinks the basic Palm name was enough.