In SMPL Q+A, we interview our practitioners on all things relevant to branding, design and simplicity. Here, we speak with Katie Conway, General Manager and Maureen Perry, Design Director about our work with U.S.-based semiconductor manufacturer GlobalFoundries. Learn more about the brand’s new chapter here.
Why did GlobalFoundries engage Siegel+Gale?
Katie Conway: While many people haven’t heard of GlobalFoundries (GF), it’s likely that many of the products you use every day—from your phone to your automobile—are made with semiconductor chips that GF manufactured. Given how pervasive their technology is, they play a vital role in our lives today, as well as how technology advances. In 2018, they pursued a new business strategy and doubled down on process technology solutions that enabled smarter, not smaller, chip design. The bold new direction resulted in a transformation for the company, and they needed a brand story and identity to reflect this new GF.
Can you explain the new brand strategy?
What role did research play in this partnership?
KC: Given GF’s customer-centric DNA, hearing from them was a core part of the development process. We began with in-depth interviews across a variety of customer types to identify what they’re looking for in a foundry partner and how they perceived GF on those attributes. This provided insight to inform the development of brand positioning and messaging, which we then put into validation testing to ensure the concepts and ideas resonated with customers and employees.
What was the final concept behind the logo and visual identity?
Maureen Perry: We set out to capture the idea of GF as a catalyst for change. We designed the logo on the foundation of the colon symbol, allowing GF to connect words and images that communicate the cause and effect of their technology and its outcomes. Formally, the G and the F share a central shape to reflect GF’s approach to maximizing semiconductor technology and doing more with less.
Employee Engagement + Activation
Why is this investment in brand such an important milestone for the future of GlobalFoundries?