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Rebranding an Open Source Team for an Open Future
![](/work/brand/rebranding-code-open-source/images/code-brand-cover.png)
Overview
Building community within emerging technologies.
The {code} team, first launched as the open source division of EMC, began branding work with Fullstack in 2016 when EMC & Dell Computers agreed to merge as the newly formed DellEMC. The {code} initiative had reached success as future DellEMC customers interacted through the {code} community and its platforms. Starting in 2018, {code} was moving to encompass all of open source under Dell Technologies. The {code} team and Fullstack came together to create a cohesive brand platform to support the transition, but more importantly solidify the {code} team as a leader in the open source community and setup the brand for the open future ahead.
Discovery
The goal: re-introduction, and unity.
Starting in 2014, EMC {code} launched as a strategic initiative with support from executive management, and aspirations of community focus, project transparency, and openness. As the team gained traction over time, so did its reach — beginning with a few projects, to launching the {code} community in 2015, followed by developer and advocate programs, to attending, hosting and sponsoring many conferences and events. As {code} prepared for its switch to Dell Technologies, it was time to bring it all together and re-introduce it to the world.
365
Days spent working
with the {code} team
15
Team & community
interviews conducted
7
Companies supported within
Dell Technologies
Discovery
The goal: re-introduction, and unity.
Starting in 2014, EMC {code} launched as a strategic initiative with support from executive management, and aspirations of community focus, project transparency, and openness. As the team gained traction over time, so did its reach — beginning with a few projects, to launching the {code} community in 2015, followed by developer and advocate programs, to attending, hosting and sponsoring many conferences and events. As {code} prepared for its switch to Dell Technologies, it was time to bring it all together and re-introduce it to the world.
Brand Promise
![Old brand promise](/work/brand/rebranding-code-open-source/images/old-brand-promise.png)
![New brand promise](/work/brand/rebranding-code-open-source/images/new-promise.png)
Identity
Making every {code} detail inclusive.
Armed with an understanding of the {code} team and the community needs, we took inventory of the way the {code} brand was expressed visually. We identified the {code} logo, style, and illustrations as key pieces of their identity to focus on. Extending this identity across important touch points would ensure a cohesive experience no matter how users interacted with {code}.
Logo
![EMC Code logo](/work/brand/rebranding-code-open-source/images/EMC-code-logo.jpg)
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![{code} by Dell EMC initial logo](/work/brand/rebranding-code-open-source/images/code-dell-emc-logo.jpg)
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![The Code Team final logo design](/work/brand/rebranding-code-open-source/images/the-code-team-final-logo.jpg)
Style
![EMC Style](/work/brand/rebranding-code-open-source/images/EMC-style.jpg)
EMC: Passion, Authority;
Reliability and Innovation
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![Confident, dark style](/work/brand/rebranding-code-open-source/images/Dell-emc-style.jpg)
DellEMC: Dark, Confident and Vibrant;
Strength and Assurance
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![Bright, fresh, energetic](/work/brand/rebranding-code-open-source/images/Dell-Tech-style.jpg)
Dell Tech: Bright, Fresh and Energetic;
Authenticity, Humanity and Inviting
Font
![Meta Pro](/work/brand/rebranding-code-open-source/images/EMC-font.jpg)
From EMC: Meta Pro, Architects Daughter, Arial
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![Roboto](/work/brand/rebranding-code-open-source/images/Dell-font.jpg)
From DellEMC & Dell Tech: Replica, Roboto, Arial
Color
![From EMC colors](/work/brand/rebranding-code-open-source/images/EMC-color.png)
From EMC
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![From DellEMC](/work/brand/rebranding-code-open-source/images/DellEMC-color.png)
From DellEMC
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![to Dell Tech](/work/brand/rebranding-code-open-source/images/Dell-Tech-color.png)
From Dell Tech, but customized
Illustration
![Didn't exist originally](/work/brand/rebranding-code-open-source/images/EMC-illustration.jpg)
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![REX-Ray illustration](/work/brand/rebranding-code-open-source/images/Dell-EMC-illustration.jpg)
Loved by many, the REX-Ray
artwork started from a project
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![rex-ray color illustration](/work/brand/rebranding-code-open-source/images/code-illustration.png)
REX-Ray brought into the
world as {code} sees it
Voice & Approach
![Forward thinking](/work/brand/rebranding-code-open-source/images/EMC-voice.jpg)
From EMC
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![From DellEMC](/work/brand/rebranding-code-open-source/images/DellEMC-voice.jpg)
From DellEMC
![Black arrow pointing right](/work/brand/rebranding-code-open-source/images/black-arrow.png)
![to {code}](/work/brand/rebranding-code-open-source/images/Code-voice.jpg)
From Dell Tech, but customized
Touch Points
Bringing the new {code} brand to life.
With the brand elements refreshed, we moved to re-design each touch point to look, feel, and express {code}’s community first approach. Each piece helps to expand the brand across new mediums.
![](/work/brand/rebranding-code-open-source/images/web-before-after-code-team.png)
{code} Blog
![before and after](/work/brand/rebranding-code-open-source/images/code-team-blog-before-after.png)
{code} Newsletter
Re-designed and optimized.
![newsletter before and after](/work/brand/rebranding-code-open-source/images/code-newsletter-before-after.png)
{code} Events
Re-designed with the all-new look & feel.
![events mockup](/work/brand/rebranding-code-open-source/images/code-events-mockup.png)
{code} Brand Guidelines
![branding guidelines](/work/brand/rebranding-code-open-source/images/code-brand-guidelines.png)
![](/work/brand/rebranding-code-open-source/images/code-event-pics.jpg)
Strategy
Creating a space for open source to thrive
With the brand's promise & identity set, our final step was to create a plan that would foster awareness, loyalty, and growth. Working alongside the {code} team, we crafted a strategy that would powerfully reinforce their value, allowing them to consistently grow and retain users.
![](/work/brand/rebranding-code-open-source/images/fullstack-code-team-strategy-diagram.png)
Results
#CodeOpen
The all-new brand cements {code}'s shift toward becoming the larger contributor it aspired to be, and pushes Dell Technologies' trajectory in this area. {code} is now involved in many large open source projects that transform the way users all over the globe manage their IT.
Ongoing work with the {code} team has led to new discoveries-helping shape a modern and dynamic brand as the tech brand displays their commitment to a shared vision of future IT management.
7000+
Community Members
100+
Open Source Projects Managed
10,000+
Social Reach