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BRANDING NEWS: Out of this world rebrand for Plantronics

Plantronics – a US company that manufactures headsets – has rebranded placing strong emphasis on its space heritage.

The new logo is a blue dot representing the view of earth from the moon with some rings around, symbolising sound. This was launched on 20 July coinciding with the 36 year anniversary of the first moon landing when Neil Armstrong used one of its headsets in his historic, “That's one small step for man, one giant leap for mankind” transmission.

This was the company's first rebrand since it was established 44 years ago. The original logo was designed in the 60s with the tagline 'The World Leader in Communications Headsets'.

Lucy Newcombe, marketing manager UK and Ireland, comments, “This [tagline] worked back then when no one had heard of headsets but that doesn't do it today.”

She adds that the company's expanded product offering has increased its customer base from call centres to include more general office workers. The new strapline – Sound Innovation – sums up what the company does now better, according to Newcombe.

The rebrand was instigated in the US and was designed by McCann Erickson US. Newcombe adds, “It was a big step for them as brand is even more important in the States. It's viewed as something you need to hang on to.”

Plantronics does not sell direct to the end-user so its communication strategy surrounding the rebrand focused on the channel. This involved a three-week roadshow at the end of the summer, visiting key partners and explaining – via a brand video and seminars – the company's new positioning.

Resellers were incentivised with prizes including acres on the moon, space hoppers and vouchers for Space NK – emphasising the space theme.

 

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