From the ground up: Building the brand of the world’s leading independent IT services provider


DXC Technology (NYSE: DXC), which launched on April 3, was formed by the merger of Computer Sciences Corporation (CSC) and the Enterprise Services business of Hewlett Packard Enterprise. With an expected $25 billion in annual revenue and nearly 6,000 clients in 70 countries, DXC is the world’s leading independent, end-to-end IT services provider.

The new leadership determined that a completely new identity would best support the future goals of the business, and that nearly every aspect of the brand should be revisited, not limited to the overarching brand strategy, architecture, identity, messaging, experience and activation.


DXC is about change, and helping clients succeed in the face of the accelerated innovation experienced by every industry today. For this reason, DXC is incredibly well positioned to help global organizations tackle digital transformation. Not as a one-time event, but as an ongoing journey that will fundamentally change the way businesses operate and succeed. The new tagline, Thrive on Change, brings this promise to life in a simple and active way.

Adhering to a highly compressed time frame, our strategy and creative teams worked in tandem, which made for a dynamic process. For the visual identity, we designed a bold, authoritative and confident system. At first glance, the identity is incredibly simple, but the layers of meaning portray the mission of the newly formed company. There’s the literal representation of the brand name: DXC. Beyond that, the X conveys the transformative role of the company.


The speed of this engagement was a challenge in and of itself. Fortunately, we worked hand-in-hand with the CSC and HPE Enterprise Services teams. They were terrific partners in building the brand in record time. While our typical cycle times were greatly reduced, the closeness of our teams enabled us to make decisions quickly, which was integral to the success of the engagement.

Now DXC stands full of potential to help global organizations tackle digital transformation and Thrive on Change.

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