Case Study: The Power of Rebranding For Tungsten Fabric
Strong, timeless corporate identities are an MCG specialty. And today, we’re unveiling one of our most exciting rebranding projects ever: Tungsten Fabric.
Originally open sourced by Juniper Networks, OpenContrail was the name for a scalable and multicloud networking platform. It provides a single point of control, observability, and analytics for networking and security. In December, Juniper Networks announced it would move OpenContrail to the Linux Foundation in an effort to expand governance and foster a community-led effort to strengthen the project. And along with a new home, OpenContrail needed a new name and brand.
The mark for this logo, developed by MCG designer Jessica Kelly, uses a “weave” effect, graphically communicating the fabric concept in an abstract execution. The symmetry of the letters with the weave shape show off the brand for what it truly is. Italics imply motion and fluidity in a simple, universally understood treatment. With vivid colors and an added gradient, the effect is dramatic. It’s a modern approach that gives Tungsten Fabric the right voice and appeal.
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“Moving OpenContrail to the Linux Foundation is a big step in driving a stronger community for the project,” said Michael Bushong, VP Enterprise and Cloud Marketing at Juniper Networks. “For existing community members, the branding needs to signal a fresh, modern approach to network control. Especially relevant, for newer community members, the branding really drives a first impression, so getting this right is a big deal for us. Having MCG drive the process was important. Balancing the varying points of view and arriving at a strong visual mark is not easy. However, doing it on a timeline is harder still. I couldn’t be more thrilled with both the outcome and the process.”
The mark and new name were unveiled at the 2018 Open Networking Summit in Los Angeles.
The SDN community has responded well to the new branding: