Celestica Inc., a Toronto-based electronics manufacturing services company, introduced an entirely new visual identity on September 19, 2017, including a new logo that replaced the “flaming red comet” that had served as the company’s most familiar image.[1] The company described the launch as its most significant brand overhaul since 2007.[1]
Design and History
The 2017 logo features a “C” made up of small red circles that suggest a group of components, surrounded by even smaller grey circles that explode into a star-like pattern.[1] The company’s official announcement stated that the strength of the brand is “visually signified in the company’s new logo that represents the power Celestica brings to the world’s most innovative companies.”[2]
The rebrand was part of a broader transformation at Celestica, which CEO Rob Mionis said reflected the company’s focus and vision: “To imagine, develop and deliver a better future with our customers.”[2] Mionis noted that the brand was the result of “countless hours of conversations with our customers, partners and our employees.”[2]
Beyond the logo itself, the 2017 brand launch included a new mission statement and brand attributes such as “driven,” “informed” and “bold.”[1] The company also released a logo reveal video alongside the announcement.[2]
Meaning and Symbolism
The red circles in the current Celestica logo are described as suggesting “a group of components,” a direct reference to the company’s electronics manufacturing and supply chain business.[1] The surrounding grey circles form a star-like pattern, and the company’s official statement ties the overall mark to the power Celestica brings to its customers.[2]
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