BANGALORE: CommScope, a company that began as a small provider of cabling to the nascent cable TV market in the 1970s, has planned a new brand and corporate identity that it feels will be more representative of the company and its role today as a trusted resource and partner to network providers around the world.
CommScope has also announced the appointment of Pankaj Gandhi as director of Wireless Sales for India, effective immediately.
In his role, Gandhi will head all customer-facing sales activities for CommScope‘s wireless business in India. Gandhi reports to Navin Vohra, who was promoted to vice president of Wireless Sales, Asia Pacific last year.
CommScope’s brand makeover is the first for the company since the mid-1990s and follows the acquisitions of Avaya’s Connectivity Solutions division in 2003 and Andrew Corporation in 2007. The new brand initiative portrays a more dynamic company with a contemporary look and feel and a more structured hierarchy of product and solution brands serving the telecom carrier, cable television, business enterprise and government markets.
CommScope marketing vice president Fiona Nolan said. “Today, corporate LANs, cell phone networks, the Internet, on-demand cable TV and other advanced networking applications all depend on technology we’ve developed. Now our customers will experience our brand consistently across continents — the same integrity, honesty, and reliability we’ve displayed for years, only now with a fresh burst of energy, color, and story that can only come from the power of one CommScope.”
The new CommScope brand initiative includes:
A tiered hierarchy of brands, in which CommScope will be the lead brand across all of its served mark; the design of a new logo featuring stylistic logotype in all capital letters, with an embedded and redesigned corporate icon that moves away from the previous “cable” icon; a change in corporate colour to cyan blue from the previous teal green; the formalization of At Home, At Work and On the Go terms to represent the three primary market segments—broadband (cable TV), enterprise and wireless—served by CommScope today, and the introduction of icons to symbolize each.
The On theGo icon features the well-known “Andrew flash” that stood as Andrew Corporation’s logo for decades and is seen in wireless networks around the world; use of former corporate brands Andrew® and SYSTIMAX® as solution brands in the On the Go and At Work markets.
The changes will be introduced in phases beginning immediately and continuing into 2012, the company said. CommScope will feature the new brand identity at its exhibit at the International CTIA WIRELESS 2011® trade show and conference, taking place March 22-24 at the Orange County Convention Center, Orlando, Florida.
