Genicom is a leading manufacturer of document printer solutions including consumables, laser, serial matrix and line matrix printers. In the fall of 2003, Genicom acquired a large competitor, Tally, an international printer company headquartered in Germany. The new combined company needed a campaign to seamlessly consolidate the two competitors and gradually build a dominant brand in the industry.
The Design Channel worked with Genicom during their initial stages of planning for the acquisition to strategize, coordinate and design a new corporate identity and branding initiative. The launch of the new brand included employee communications, brand advertising, product data sheets, Powerpoint presentations, and a preliminary graphic standards manual.
The process was smooth and the new branding was well-liked and quickly embraced by management from two different corporate cultures. The new streamlined branding system was the platform that TallyGenicom needed to enter and succeed in the global printer solution market.