Polycom refreshes 20-year-old brand

Unified Communications (UC) company Polycom has undergone a major brand refresh, its first since launching its first product back in 1992.

The kaleidoscopic triangles of the old logo are gone, replaced by intersecting circles which Polycom says symbolise connection, mobility, information sharing and collaboration.

The typeface has also changed, from the old, angular font to a friendlier, curvier script.

According to Kate Hutchison, chief marketing officer for Polycom, the new brand reflects the company’s shift in focus from hardware to software.

"Polycom is leading the industry in creating open, standards-based video collaboration experiences that remove the barriers of distance and time, connect experts where they’re needed most, and create trust and understanding through high definition, face-to-face connections,” Hutchison says.