# Seagate new logo (2015)

> Seagate launched a new logo in Jan 2015, designed by Goodby Silverstein & Partners. Jan 2015: bold Seagate wordmark with teal concentric swirl replaced by green ribbon S and spaced grey caps Seagate (Living Logo, Goodby Silverstein).

## Key facts

- Brand: Seagate
- Launched: Jan 2015
- Studio: Goodby Silverstein & Partners
- What changed: Jan 2015: bold Seagate wordmark with teal concentric swirl replaced by green ribbon S and spaced grey caps Seagate (Living Logo, Goodby Silverstein).
- Why: Seagate wanted a brand that reflected its expansion beyond hard drives into flash, systems and storage solutions for a broader set of customers.
- Industry: Technology
- Logos: https://rebrandlog.com/logos/seagate-2015/before.svg (before), https://rebrandlog.com/logos/seagate-2015/after.svg (after)

## The rebrand, explained

By 2015 Seagate, long known for hard drive components, was expanding into flash, systems and complete storage solutions, and wanted a brand that reflected a broader set of customers. It unveiled what it called a dramatic, contemporary rebranding at the International Consumer Electronics Show on 4 January 2015.

Chairman and chief executive Steve Luczo said the brand represented Seagate's commitment to helping businesses and consumers realise the potential of 'living' data, refreshing the company's look and redefining its relationships with consumers, businesses and partners.

The centrepiece was the 'Living Logo', meant to show data as a living, vibrant thing that powers human invention and culture. Through a partnership with Getty Images, the mark on Seagate's website could tell an endless number of visual stories, for example about technology pioneers and breakthroughs in history, and the company said data from social networks such as Facebook and Twitter would follow. Seagate described the Living Logo as new, patent-pending software technology. It was developed with the creative agency Goodby Silverstein & Partners, StorageReview reported, and became the focus of a national awareness campaign backed by the largest marketing investment in Seagate's history.

The brand appeared alongside new products, including what Seagate called the world's thinnest portable hard drive at 7mm, and personal cloud devices. The rollout began online on launch day and continued through the year.

A logo that is really a window for stock photography is a clever trick for a website and an ad campaign, and it suits a company whose product is invisible storage for other people's pictures. But it says little about Seagate itself. Once the images stop changing, what remains is an outline, and an outline is not much of a brand for a company spending more than ever on being noticed.

In short: A logo as a window for stock photos.

## Sources

- https://investors.seagate.com/news/news-details/2015/Seagate-Evolves-To-Bring-Data-To-Life-For-Consumers-And-Businesses-Through-Rapidly-Expanding-Technology-And-Solutions-Portfolio/default.aspx
- https://www.storagereview.com/news/seagate-unveils-new-logo-at-ces
- https://me.pcmag.com/en/hard-drives-1/383/seagate-unveils-new-brand-identity

## Cite this

Rebrand Log, "Seagate new logo (2015)", https://rebrandlog.com/rebrand/seagate-2015/, last updated 2026-10-20.