Quite naturally, being a developer means I’m into technology and computers and appreciate the brand named within the technology industry. So, I felt the need to discuss tech brands and get it off my chest once and for all. You see, I usually blog about all things web related.
But don’t fret, this post still falls in line with the normal brand talk as you’d find in other posts, the difference being the topic is based on personal interest.
I have actually written another blog post based on one of my personal interests – the outdoors, be sure to check it out (link here).
For this blog post, I’ll be discussing brands that are used generally for general or business use and brands that are used by enthusiasts/gamers
I think It’ll be nice to split this blog post up in this way so you can get a little insight into the other technology brands that you’ve probably seen but never really looked at in-depth.
I’ll discuss the brands in general including a little about their history, what their logo and brand image is all about and finally some of the brand products/services.
In the last section of the blog post, I’ll talk about what brands I like using and why and what products I actually have from the brands.
The brands I’ll be discussing include Microsoft, Apple, Google, Asus, Razer, Corsair and Dell/Alienware.
The very first brand I’d like to talk about is Windows. Microsoft quite naturally has a long history. Microsoft actually founded in 1975 and the first version of Windows came out in 1985. 10 whole years after Microsoft was founded.
But if it wasn’t for Windows, we quite possibly wouldn’t have such a good OS today. Now, I hear a lot of dislike toward Microsoft Windows. But, the way I see it, if it wasn’t for Microsoft, we could have ended up with something else or worse.
But there are of course other platforms out there that include Apple, Google and Linux. But, Windows to me is the one that stands out.
We’ll get to that soon.
But back to a little history before moving onto the brand.
When Microsoft first came about, it only really had Windows and not a wide range of products or services.
The Windows was called Windows 1.0 and you actually could use it using a guided user interface – it looks very retro.
Now, Windows has a wide range of services and products and some of the services are widely used on different platforms – such as Microsoft Office on the Mac.
Some of the products/services include:
- One Drive
- Customer relationship management software
- The Xbox
- Hololens (augmented reality)
Microsoft’s brand has had a long history but looking at their current brand, they have a well-designed sleep looking logo that’s definitely polished.
It features the famous square made up of the four different squares (forming a window) that represents the different products/services it has to offer. It also represents their values as a business. The font used for the Microsoft wording is Segoe.
These values include professional, dynamic, global, technical expertise, confidence and leadership.
This four square design has actually been used a lot over the years and the reason the new logo does not take a dramatically different direction is down to fact Microsoft wants you to see the logo and recognise their values. This is because everyone knows the logo and Microsoft have built up their brand over the years – reinforcing who they really are.
Comparing the old and new logo, the old logo had the text “Microsoft” and was made up of numerous lines. It certainly is a very retro logo, but the more you look at it, the more you realise it hurts your eyes.
A good fact worth mentioning is that first the logo was actually coded out.
A product I’d like to talk about is the Hololens from Microsoft.
The Hololens is aimed towards businesses, unlike other augmented/virtual reality products such as the Oculus Rift, Steam Index and HTC’s Vive.
If you don’t know what these devices are you should check them out.
Back to the hololens, this actually lets you see out of the lens as you do with a pair of glasses. But the massive difference is that it augments images in front of your vision.
This is what sets it apart from the other virtual reality headsets out there, the other headsets completely block your vision and you are just looking at a screen.
One of the amazing things the hololens can do is it lets you see as if you are looking at something with x-ray vision, or seeing something directly in front of you that’s not really there.
For example, take a mechanic, if they are looking at an engine of a car – the Hololens could project in front of the mechanic the working and moving internals of the car engine. This could help the mechanic diagnose any issues.
Another use case example is a surgeon, if a surgeon is wearing the hololens, it could project out in front of them a 3d skeleton with organs pinpointing a problem one of their patients has. This is much better than looking at 2d diagrams, or a 3d model on a computer screen.
I’m not saying the current methods are bad, it’s just this is such a massive shift in terms of technological advancements. What I mean is that the hololens can drastically improve current techniques we currently use.
The second brand I’d like to talk about is Apple. Here at Canny, Apple is the favourable brand. Whereas me, I like Windows. We’ll get to that in just a bit.
Just like Windows Apple has a long history. Apple was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne.
This was just one year after Microsoft. The two biggest brands were formed very close together, what a coincidence.
The original founders actually wanted people to have access to computers in their homes and offices.
When Apple first came about, one of the first products they released was the Apple 1. The Apple one was a computer that the original founders set out to achieve, a computer that you could use in your home or office.
Some of the products/services Apple provides are:
- The Apple Mac Computer
- The iPhone
- The Apple Watch
- Apple’s first-class customer service
Just like Microsoft’s first logo was designed by its founders, the first Apple logo was designed by its founders.
The first logo consisted of Isaac Newton under the apple tree. It’s definitely different compared to what we have now, there was lots going on with the logo and looks more like a drawing than anything else (that’s my view on the first logo).
Now for the most recent logo, not long after the first logo, Apple had the famous Apple logo designed that you still see today.
It’s simply a design of a half bitten Apple with a small Apple leaf at the top.
It’s instantly recognisable. The logo was designed by Rob Janoff.
One of the things I like most about Apple is the customer service they provide.
If you have an Apple device and something goes wrong with it, you can conveniently take it to your local Apple store and have it diagnosed and fixed in-store.
I have personally had my MacBook Pro repaired at a local Apple store and it’s such a breeze.
This is better than having to post your device to a remote location.
On top of this, you can get AppleCare where you get 24/7 support from Apple.
The service is just top class.
A product worth mentioning that Apple provides is actually the Apple watch. This makes managing notifications, calls and texts a breeze.
Even though the screen is relatively small, the user interface is well thought out and is easy to use. When navigating to different areas of your Apple watch you can get a home screen listing as you get with the iPhone, but the icons are spread out in an intuitive way. The layout makes it so the app icon layout is optimised for the small screen space. Here’s what it looks like:
Google was founded in 1998 by Larry Page and Sergey Brin.
Google’s first service was a search engine and the name Google is actually named after a googol. A googol is a name for the number 1 followed by 100 zeros.
Google has moved away from just software, however.
It now provides a range of products including:
- Google Chromebook
- Google Home
- Google Phone
The original Google logo used a serif font along with a drop shadow, the text of “Google” is made up of the primary colours and this has remained all throughout the history of the logo. Here’s the first logo design.
The serif font and drop shadow remained up until 2015. In 2015 a sans-serif font was used and the drop shadow was finally lost. The serif font used is Product Sans – it’s a very clean and minimal log. Here’s the logo:
One of the reasons it was changed was to make it dynamic. It’s used with the voice search of your phone or tablet. When you talk, you’ll see Google dots bouncing and as you speak you sea the dots transform into an equalizer, then once you are done talking the equalizer transforms back into dots.
Alongside Google’s logo are Doodles. You’ll often see these when you open up Google. These doodles are used to celebrate a significant event such as holidays or an artist’s birthday.
Google’s logo needs to be identified with Google’s core values:
- Focus on the user and all else will follow
- It’s best to do one thing really, really well
- Fast is better than slow
- Democracy on the web works
- You don’t need to be at your desk to need an answer
- You can make money without doing evil
- There’s always more information out there
- The need for information crosses all borders
- You can be serious without a suit
- Great just isn’t good enough
The primary colours used in Google’s logo represent that Google makes and does many things, just like the primary colours make up other colours.
Even though there have been a few iterations of Google’s logo over the years, they have kept these primary colours and same wording.
Before touching on Dell, there’s one thing worth mentioning. You may have heard of a brand called Alienware.
Alienware used to be a completely different company to Dell. But, Dell bought Alienware and is now part of Dell.
But, before moving onto Alienware, it’s worth talking a little about Dell, as they own Alienware.
Dell was founded in 1984 by Michael Dell. But, at this time Dell was called PC’s limited. It focused on selling customised upgrades for computers and in 1985, Dell started creating its own PCs.
Now to Alienware. Alienware was founded in 1996 by Yordon Angelov and Alex Aguila.
They designed and built alien-themed gaming computers. However, in 2006 Dell acquired Alienware.
Some of the products you can buy from Alienware include:
- Gaming computers
- Gaming laptops
- Graphics amplifiers (used to boost laptop performance and can be used as a desktop computer)
- Peripherals (screens, mice and keyboards)
Alienware is actually a really cool looking brand, not only is the brand cool but the products that they sell.
If you know the brand, you can instantly tell when you see an Alienware product.
Even though the products Alienware design are outlandish and “in your face”, the logo is actually quite modest and slick looking.
It’s a very neat graphic of an alien’s head with a large head, bold eyes and thin jaw. Below the alien head are the words “Alienware” in all uppercase.
It’s certainly a polished logo on digital and print.
But, when you see the logo on Alienware’s products it really starts to pop. specifically looking at Alienware’s laptops – they have added RGB lighting to the logo. You can have it any colour you desire on your laptop.
It really stands out too, if you haven’t seen it, you could imagine it being as visible as the old glowing Apple logo on the back of MacBook devices (before they took the lighting away).
Alienware’s branding is definitely a step in a different direction to Dell’s core branding. Which is aimed towards business rather than gamers.
But, Dell does actually develop gaming machines, they just don’t have the flair Alienware has.
I actually own a couple of Alienware products – a laptop backpack and an Alienware laptop.
Because Alienware is part of Dell, you get all of Dell’s support which includes on-site repairs (if you buy direct from dell this comes included for one year – from my experience).
If you are looking for a new laptop (for intensive activities or gaming), I highly recommend Alienware.
From my experience, the build quality is on point, especially for a Windows machine. You don’t get any of the cheap materials as you do with budget laptops.
If you are looking for a rebrand, or are starting a business and would like a brand that not only works for your business but looks good too – checkout our services .
Here is a project we completed for Leaf, an IT company in Belfast. (add link).
Corsair was founded in 1994 in California, it was actually reincorporated in Delaware in 2007.
Corsair originally started selling DRAM (computer memory) and has grown into being a provider of high-end gaming and streaming products.
Before going into too much detail about Corsair’s products, let’s look at their brand.
Over the years, Corsair has had three iterations of its logo. Corsair actually had two separate logos before moving to one.
It had the normal Corsair Logo with the three sails and the “Corsair” wording in all uppercase and a gaming logo with two swords and the words “Corsair Gaming”.
In 2015, Corsair decided to get rid of the gaming logo and refresh the three sails logo.
They removed the gaming logo because they wanted one modern logo that represents all of Corsair’s products/services without needing another logo.
It needed to be modern as the products/services they develop are modern and have a stylish flair.
This is what Corsair is loved for – their high-performance products that just look good.
They probably wouldn’t have dared to move away from the three sails as this is a highly recognised logo within the community.
Corsair even states on their website that the community’s enthusiasm for Corsair is actually trumped by how much people really like the sails logo.
Some of the products Corsair provide include:
- Peripherals (mice and keyboards)
- Computer cases
- Power supply units
- Software for peripherals
I’m actually quite a big fan of Corsair and have some of their products. The products I recommend from Corsair include computer memory and power supply units.
The build quality and performance is not to be faulted. The products not only perform, but they look good too.
If you are interested in seeing what some of their products look like (if you haven’t seen much of them), have a look at Corsair dominator memory, or power supplies. For hardware-level products used in computers, they do look good.
To me, I would rather have something with aesthetics wise for PC components rather than the retro style green PCBs you tend to see on the “normal” range of computer components.
Razer was founded in 1998, California. Not far off from Corsair – just 4 years.
Razer is known for its award-winning hardware as well as its software that you get with its products.
The Razer logo has not changed over the years and is made up of three snakes with their heads pointing outwards (triple-headed snake). This is one of the most recognised logos in the gaming and esports community.
The colours used in the logo are black and green, with black being the fill and green the outline.
The green they use is “acidic looking” and really pops.
The Razer logo really needs to stand out and make a mark. This is because the gaming and esports community is really competitive and Razer wants to be seen and noticed.
It also needs to actually fit in with the products Razer design – modern, sleek and stylish.
The text that goes with the triple-headed snake logo are the words “Razer” in all uppercase. It’s a very modern “razer sharp” looking font.
Some of the products Razer develops include:
- Mice and keyboards
- Software for peripherals
One of my hobbies is gaming (when not coding). Being a coder I understand the core programming concepts required to write code. There are different languages but most follow the same set of fundamental concepts such as variables, functions and classes.
Anyways, what I want to say is, because I understand what goes into coding, I really, really appreciate games (I know the amount of work required to make such software).
This makes playing them even more enjoyable – I occasionally say to myself “bet the developers enjoy getting rid of that bug“. Developers even put some mechanics in games that catch out cheaters – there was one instance where you entered a lift, but if you pirated the game, the lift would actually remain closed once in and you’d be stuck.
Anyways, being a gamer I’m interested in Razer products, quite naturally. When I’m not out and about, I use my desktop at home. It features a nice Razer keyboard and mouse on a black desk – if you like aesthetics, I highly recommend Razer.
Asus was established in 1989 and the original products were motherboards.
Asus is dedicated to innovation and quality (their core values) and they even have a motto “Inspiring Innovation | Persistent Perfection”.
Asus actually has two variations of logos. Their normal Asus logo and a gaming logo.
Unlike Corsair who decided to unify their logo/brand, Asus decided to keep things separate.
The normal Asus logo consists of the wording “Asus” in all uppercase and is often seen in two colour variations. Blue or black. The Asus logo also has a sharp cut running through the top end of the lettering – it starts off thin (left) and gradually gets thicker (right). This creates the effect the cut has just happened.
To me, when I see the logo – I get the feeling that Asus is sleek and on the bleeding edge of tech.
They are just that too.
But, before moving onto their products/services let’s look at their gaming brand “Republic of Gamers” (ROG), as cheesy as it sounds, it’s actually very popular in the gaming community.
There have been two variations of the ROG logo. The first was a cubed G to denote the depth of gaming. The current ROG logo is the well known “red cloak” motif. Just like Alienware, Corsair and Razer, the logo is instantly recognisable within the gaming community.
Some of the products Asus offer include:
- Peripherals (mice and keyboards)
That’s right, Asus even makes mobile phones. However, these have a different level of hardware and are designed for heavy media usage. So, if you are looking for a mobile phone for heavy media usage and gaming, I recommend looking at their mobile devices.
A product I own from Asus is a motherboard (mainboard of a computer). They simply make outstanding motherboards that last and perform as they should.
I have been building computers since I was in high school and have been through the brands. I personally find brands do a better job at different things than others. For example, ASUS may make better quality motherboards than EVGA (this is purely for an example, by no means
Before we close, I’d like to mention my favourite products from the different brands mentioned
- Windows: their cloud storage is very good – it also works very nice with their office suite and OneNote
- Apple: their iPhones – the usability of the OS is exceptional – plus their support
- Alienware: their laptops – they look so good and actually have high end specs
- Corsair – their memory
- Razer – their peripherals
- Asus – their motherboards
Conclusion: Tech Brands Worth Talking About
There you have it, tech brands worth talking about.
Hopefully, you’ve discovered some brands you possibly haven’t looked at before. I’ve tried to stay away from some brands that are obvious such as Samsung and included some “enthusiast” level brands – ROG, Corsair and Razer.
The brands discussed included:
This post has talked a bit about logos, if you’d like to know more about logo design checkout this post.
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