Oct 30, 2002

Seagate Brand Gets A New Look For New Times

SCOTTS VALLEY, Calif. - Seagate Technology, the worldwide leader in the design, manufacturing and marketing of hard disc drives, today unveiled a new visual identity for its corporate brand.

Building on the traditional strengths of its brand, including the color green, the new identity includes a logo inspired by rotating storage media, and ideas and information in motion, as well as a new brandline, "We Turn On Ideas," reflecting the spirit of the Company and the meaning, relevance, and value that Seagate brings to its partnerships and its products.

"Over the past few years, Seagate has undergone significant transformation to keep pace with changing market dynamics," said Steve Luczo, Seagate Chairman and CEO. "We've improved our manufacturing processes, streamlined our supply chain, built Six Sigma quality methodologies into our operations and business processes, strategically aligned engineering and design teams, and implemented new employee development and training/education programs around the world. Our decisions have been, and remain, informed by a set of values focused on our long-term goals for leadership, partnership and success.

"This transformation has strengthened Seagate's brand," Luczo continued. "Just as our company has evolved, our brand has evolved. The new brand identity will act as a visual signal to all of our constituents that Seagate has changed."

Seagate employees around the globe were given the first look at the new corporate brand identity today during meetings broadcast via satellite to Company sites worldwide. President and COO Bill Watkins reminded fellow employees of Seagate's heritage of innovation, and explained what the new brand identity symbolizes.

"We wanted to build on our core values and strengths, and leverage the history of what has made this Company successful," Watkins said. "I feel we have created a brand identity for Seagate that communicates to all our constituents our unique capabilities and leadership strength. Around the world, our customers and suppliers partner with us to help turn ideas into new products and bring those products to market faster. Our new brandline, "We Turn On Ideas" reflects the spirit of our company, and that spirit should be evident in everything we do - from product design to how we answer the telephone."

To provide customers, suppliers and members of the news media with access to resources associated with the new brand, Seagate has dedicated a portion of its website with downloadable files, graphics and other materials at: www.seagate.com/branding/

Seagate is the worldwide leader in the design, manufacturing and marketing of hard disc drives for Enterprise, PC and Consumer Electronics applications. The Company is committed to delivering award-winning products, customer support and reliability, to meet the world's growing demand for information storage. Seagate can be found around the globe and at www.seagate.com.