O'Reilly logo

LogoLounge 6 by Bill Gardner, Catharine Fishel

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:56
056-069_21373.indd 56 9/23/10 10:25 AM
56
LogoLounge 6
(Text)
Design Firm
Gee + Chung
National Semiconductor Corporation
Brand Identity Design
Client
Project
National Semiconductor Corporation of Santa Clara, California, is one
of the world’s leading analog chipmakers. The company’s SolarMagic
technology is a proprietary brand of power optimizer that maximizes the
energy output of solar photovoltaic panel systems in a revolutionary way.
Current solar power solutions consist of solar panels connected to invert-
ers, which change direct current into alternating current for household or
commercial use. The SolarMagic power optimizer is a small converter box
between the panels and inverter in the system that can recoup up to 57
percent of the power that is lost to less-than-ideal situations, such as shade
and irregular panel performance. This recapturing of power significantly
improves an owner’s return on investment and makes installation possible
in many other less-than-ideal sites.
Having already designed National Semiconductor’s industry-leading
PowerWise brand of energy-efficient chips, Earl Gee and Fani Chung
of Gee + Chung Design (San Francisco) were asked to also develop the
client’s SolarMagic brand of solar converter/power optimizer technology.
The primary audience for the SolarMagic brand included solar install-
ers and solar panel manufacturers, aged eighteen to fifty-five and
predominately male. Key geographic sales areas included North America
(California, Arizona, Nevada, Oregon, and New Jersey), Europe (Germany,
Italy, and Spain), Japan, and China. The secondary audiences included
financial analysts, industry reporters, semiconductor engineers, and
government agencies.
The primary marketing objectives of the SolarMagic brand were to position
National as an innovative, creative technology leader in delivering system
solutions, and as the leader in energy-efficiency design. As the first mover
in the solar panel power optimizer market, the new brand had no immedi-
ate competition, although competitors were anticipated in the next three
to five years.
The single most important advantage the brand has over other systems is
that the SolarMagic converter enhances the performance of each panel,
allowing it to achieve maximum efficiency under adverse conditions, while
existing solutions do not. The client wanted the new SolarMagic identity
to represent the qualities of “innovative,” “cutting-edge technology,” and
“easy to use.” The brand should not convey “commodity item,” “expen-
sive,” or “complicated.”
National Semiconductor, one of the world’s leading analog
chipmakers, develops a brand of innovative solar conversion
technology which transforms solar energy into electric current by
multiplying the power of the sun. The progression of emanating
silicon wafers in perspective symbolizes the transformative nature
of the company’s power optimizer technology, using alternating
yellow and blue colors to represent the conversion and optimization
of solar input to electrical output.
“The SolarMagic brand was successful in conveying the innovative and
transformative nature of National’s power optimizer technology and
in establishing an entirely new product category within the industry,”
says Gee.
In this article, we are sharing Gee + Chung Design’s actual presentation
to National Semiconductor, to share the project’s story as well as the
presentation’s look and feel.
The design firm was very fortunate to work with an extremely astute,
talented, and dedicated team at National, including Todd D. Whitaker,
vice president, Worldwide Marketing Operations; Jocelyn King, direc-
tor, Worldwide Marketing Operations; and HoMan Lee, design manager,
Brand Management & Advertising/Corporate Marketing. The National team
was instrumental in making the case for the SolarMagic brand’s attributes
to senior management and throughout the company to enable a highly
successful launch.
(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:56
056-069_21373.indd 56 9/23/10 10:25 AM

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required