THURSDAY 24 OCT 2013 10:49 AM


Siemens was founded in 1847 and was responsible for a number of European telecoms innovations including a 11,000 telegraph line connecting London and Calcutta. Over the past century and a half, Siemens has gone through a number of changes before splitting into Siemens Enterprise Communications and Siemens Networks, which merged with Nokia.

In the latest step in that evolutionary journey, Siemens Enterprise has rebranded to Unify, to better represent the company’s values and to differentiate it from the more-consumer facing brand of Siemens Networks.

With a futuristic wordmark, using the i in Unify as the centrepiece, the McMillan-designed branding sets the business apart from both Siemens’ history and complexity. Siemens ranked at 45th on Interbrand’s Best Global Brands report this year, but that reputation comes with a bit of confusion over the two arms of the business and the various services they each offer. By differentiating, the rebrand creates room for Unify to promote its unified business comms platform.

“Our Siemens history is rich and the connection to our heritage as market innovators remains strong. Our new brand brings to life our vision, backed by dedicated employees around the world, a strong partner community, and an unwavering commitment to help our customers and more than 45 million users find positive returns on their technology investments. Our customers are incredible, our history is enviable, and our future as Unify is unstoppable,” CEO Hamid Akhavan says.