All product offerings to be under one banner

LAS VEGAS — Computer graphics workstation giant Silicon Graphics has changed its corporate name to SGI and bowed a logo in a move to include all its product offerings, which include servers, supercomputers and consulting services, under one banner.

The Mountain View, Calif.-based company operates three divisions: producing 3-D computer workstations under the Silicon Graphics banner, servers under the SGI moniker and supercomputers at Cray Research, the outfit SGI purchased in 1996.

SGI is expected to display the new banner at the National Assn. of Broadcasters confab here this week.

The company said that research conducted by S.F. branding consultant Landor Associates showed that while the company got high marks for its product, Silicon Graphics was viewed as a niche-oriented, high-performance, 3-D graphics workstation provider, with little recognition in the servers and supercomputers arena. Yet that segment alone generates 50% of its revenues.

“The move to create a corporate identity that reflects our position is a logical next step in the company’s turnaround,” said Rick Belluzzo, chairman and CEO of SGI.

Landor has also created brand identities for Lucent Technologies and FedEx.

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