Palm, Inc. Unveils Future Name for Mobile Computing
Brand Equity, Industry Leadership
MILPITAS, Calif., Aug. 18 2003, Palm, Inc. today announced the
new name it will adopt following the proposed spin-off this fall
of PalmSource, Inc., makers of Palm OS platform software. The
Inc." will reflect the company's handheld computer hardware
and software solutions business and encompass the subbrands Zire
and Tungsten, as well as Treo, upon the completion of the planned
acquisition of Handspring, Inc., also expected this fall.
"Palm created an entirely new category when it delivered
the first successful handheld computers in history," said
Todd Bradley, Palm Solutions Group chief executive officer. "palmOne
builds on the brand promise and popularity of the Palm name, while
indicating our intention to continue to be the driving force of
The name palmOne
was chosen following interviews with a broad spectrum of Palm
customers, partners, employees, naming consultants and industry
influencers. When people inside and outside the company reflect
on Palm's essence, three ideas emerged consistently:
-- the company's heritage as a pioneer in handheld computing;
-- Palm's worldwide leadership, which it has retained despite
an influx of competitors; and
-- the conviction that Palm always would place customers first,
thereby delivering what matters most to them.
"Our brand promise is so well understood by the marketplace
that the concept of 'One' in our new name was immediately compelling,"
said Ken Wirt, Palm Solutions senior vice president and head of
sales and marketing. "'One' is a powerful addition to the
instant brand recognition and identity of the Palm name."
The new name is characterized in two colors -- deep red for the
word "palm" and vibrant orange for "One,"
reflecting the subbrand colors for the company's Tungsten line
of solutions for mobile professionals and business and its Zire
line of solutions for consumers and multimedia enthusiasts, respectively.
The lower-case treatment of the company name gives the word "palm"
visual emphasis. Products will begin to bear the new brand name
in 2004. However, a new website ( http://www.palmOne.com
) is live today and features product information and support services
previously available at http://www.palm.com
"The red/orange combination is a bold departure from the
blue that Palm has used for many years and builds on our new subbrands,"
Wirt said. "Energy, enthusiasm, power and innovation come
across much stronger in our new combination."
"Our new name also signals a new beginning at Palm,"
said Bradley. "Building on our momentum in the handheld computing
space worldwide and complementing it with the expected integration
of the award-winning Treo line of smartphones from Handspring
will give palmOne
the broadest portfolio of handheld computers and smartphone products
led by the most experienced team in the industry."