SUNNYVALE, Calif.-General Magic Inc. announced a new identity that is intended to revamp the company’s corporate image.
Gone is the “rabbit-in-the-hat” logo. It has been replaced with a blue and purple logo pictured as a radiating “GM” that is positioned above or adjacent to a custom-designed General Magic wordmark.
“The elements in the design are meant to support General Magic’s new marketing and branding efforts,” said Linda Hayes, vice president of marketing for the company.
Along with the new corporate signature, general Magic unveiled graphical and audio ingredient trademarks for its magicTalk platform. The graphic mark consists of quotation marks embedded in a stylized @ symbol.
The new corporate signature and identity system were created by Hornall Anderson Design Works of Seattle, whose clients include Intel, Novell, Pepsi and Starbucks. The identity was designed to make the “look and feel” of General Magic relevant to the technologies and products it is offering today and in the future.
“Our new logo is not only symbolic of the significant changes at General Magic, it also clearly represents our dedication to building the market for integrated voice and data applications,” Hayes said.
The first of those applications is a virtual assistant network service the company calls “Serengeti.” Expected to be available mid-year, Serengeti will provide voice-activated access to e-mail, voice mail, calendar, address book, news and stock quote information.
