Sun Microsystems

  • Identity
  • Print
  • Digital
  • Packaging
  • Environmental

Since 2001, the brand image of Sun Microsystems had been declining within the market place, yet just two years prior had been “the” server company to beat. They needed to re-energize their brand, to get back what they deserved. After all they are the company that created Java, which has helped change our world and how we interact and communicate with information through numerous devices.

Sun is seen as the “good guy” in the cut-throat technology industry – customers and investors want to love Sun, they just need a reason. A significant cult and community exist around Java – reverse the halo effect for Sun. Common analyst quote: “Wall Street hasn’t bothered because Sun was left for dead.” Sun wanted it’s new brand to feel alive. Sun’s corporate culture has always been about being contrarian and they wanted to capture some of that revolutionary spirit. Sun has a legitimate claim to the position of corporate champion of open source platforms and wanted to broadcast it.

They selected Avenue A | Razorfish (AARF) to lead the charge by creating the overall brand image. Responsible for both online and offline components, this included the development of guidelines for the visual identity, photography, marcom, event marketing, global communications and online communications. Also included, were the following web properties: sun.com, java.com, brand extranet and their employee intranet. In addition, part of AARF’s charter was to collaborate with the following firms in developing the Sun story (C2), software (Frog Design), packaging (IDEO), environmental (Pentagram), video (Video X) and advertising (Butler, Shine & Stern Partners).

The “Sun Curve” was introduced as the main graphic element or common thread throughout all of their communications. It was inspired by the steam curves found in the Java mark and reflects openness, possibility and a place where things come together, while emphasizing the concept of sharing. It is used as a kinetic brand element where the basic form does not change, but its use is far from monolithic. Instead, it is customized in all applications.