DIARY: EDS opens up box to find a new logo

Here at PRWeek, we savor new logo announcements like a bologna sandwich on white bread. When Electronic Data Systems called to tell us about its new corporate symbol, we were predictably enthralled.

Here at PRWeek, we savor new logo announcements like a bologna sandwich on white bread. When Electronic Data Systems called to tell us about its new corporate symbol, we were predictably enthralled.

Here at PRWeek, we savor new logo announcements like a bologna

sandwich on white bread. When Electronic Data Systems called to tell us

about its new corporate symbol, we were predictably enthralled.



Coming off a rough year, EDS is eager to convince the public that it has

recreated itself. Hence EDS replaced its box-like logo with a global,

dot-com-ish blue circle. You might say that the company is trying to

portray itself as ... oh, let’s see ... ’out of the box.’



Are we close? Sort of. EDS corporate PR manager Virginia Brooks said

Fallon McElligott, the ad agency behind the new logo, ’is recognized for

sort of being out of the box.’



Will EDS now start disseminating news with some meat to it (it doesn’t

even have to be bologna)? Stay tuned.



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