Business Objects brand identity
(flickr tag: light)
Business Objects recently redefined their brand identity and it’s interesting to see how open they have been with the way they want to be perceived and why they chose what they did. I suppose since it’s such a large company, these explanations are necessary, but it’s still a good example of what branding means to a company.
Granted, the tagline “Let there be light” reminds me of this mistake, but it is bold (something BOBJ wants to be) and certainly gets some attention.
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And in somewhat related news (something that is relevant to me), Business Objects has announced that it will acquire Inxight. One of my favorite things I’ve seen so far on the subject is the term “Bobxight”. I kind of like how that sounds. 
