Siegel+Gale Partners with Curvature to Launch New Name and Brand Identity

LOS ANGELES, July 24, 2014 /PRNewswire/ -- Curvature (www.curvature.com), formally Network Hardware Resale, recently launched a comprehensive brand revitalization effort, which included naming, repositioning and visual identity, developed in partnership with global strategic branding firm Siegel+Gale (www.siegelgale.com).

Curvature, an innovative IT infrastructure services provider, has become a strategic partner to more than 10,000 customers worldwide since its founding in 1986. Its fresh approach to IT services and equipment offerings has enhanced the way CIOs run their IT operations and infrastructure. Siegel+Gale partnered with Curvature to develop a new name and brand identity that would accurately represent its evolution as a company as well as its commitment to challenging the status quo. 

"The word curvature, by definition, is a measure of change," said Jason Cieslak, president, Pacific Rim, of Siegel+Gale. "The new name and visual identity represent the bold and fresh new perspective the organization brings to the technology landscape. It's what IT buyers have long been looking for—an alternative to the current business and offerings."

Siegel+Gale conducted in-depth, proprietary quantitative and qualitative research to assess the position of Curvature and its competitors in the market, and identify opportunities for building the brand. Working through the lens of simplicity, Siegel+Gale focused on Curvature's uniquely disruptive approach to the industry to develop a new brand positioning around revolutionizing the way people think about IT.

"Our former name no longer encapsulated everything our company had to offer," said Mike Sheldon, president and CEO of Curvature. "Our unique position in the IT market is a revolutionary alternative, and a significant change to the norm. The name Curvature reflects this."

To highlight this new direction, Siegel+Gale developed a new logo and visual identity system, which they helped bring to life through a new website.

About Curvature
Curvature is transforming how companies procure, maintain and upgrade equipment and support for multi-vendor network and data center environments. Founded in 1986, the company, formerly known as Network Hardware Resale, has become a trusted strategic partner for more than 10,000 organizations globally, including some of the largest telecommunications carriers, top financial services firms and Global 1000 organizations. Based in Santa Barbara, Calif., the company specializes in delivering 24X7 global technical support, advanced hardware replacement, and complete lifecycle management of networking and data center equipment from corporate locations in the Americas, Europe and Asia. For more information, visit www.curvature.com.

About Siegel+Gale
Siegel+Gale (www.siegelgale.com) is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear.

Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Dubai, Shanghai and Beijing, but we're willing to fly just about anywhere. We're also not alone. As part of The DAS Group of Companies, a division of Omnicom Group Inc., we have strong partners all around the world.

About The DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.

Contact:
Molly Muldoon
PR Manager, Siegel+Gale
[email protected] 
1.212.453.0491

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SOURCE Siegel+Gale, LLC