Rebranding Motorola Solutions

Headquartered in Schaumburg, Illinois, American telecommunications giant Motorola split into two companies in January 2011: Motorola Mobility and Motorola Solutions. The top three tier-one offices in North America were rebranded accordingly, with the new corporate identity for Motorola Solutions aimed at both internal and external customers. The transformed locations include more than 50,000 square-metres of office space in Schaumburg; 10,000 square-metres in Holtsville, New York; and 1,000 square-metres in Columbia, Maryland.

The rebranding included a combination of large-scale graphic images and messaging to reinforce Motorola Solutions’ dedication to global telecommunication solutions. To illustrate the immediacy of Motorola products and elicit a strong sense of pride, this striking design employs visuals of soldiers with time displays. To reinforce the company’s commitment to longterm sustainability, the graphics are presented in frames crafted from recycled aluminium and wood.

One of the most challenging aspects of the rebranding was to generate an element of surprise among employees. Motorola management wanted staff to leave their desks on Friday with everything looking exactly as it had always been – but return to work on Monday to an utterly transformed office.

The new interior design helped Motorola Solutions to re-establish its identity and restate its ambitions during a period of radical transition. In essence, the effort communicated to staff and customers alike a clear, succinct message of a stable brand.

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Rebranding Motorola Solutions