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Overview

Brand architecture is the framework that organizes our portfolio of solutions and services. This framework is built to address the needs of our customers.

DXC has five levels that define our brand hierarchy and, ultimately, guide the visual treatment, naming and messaging.

Level 1 - Masterbrand

Branded

The brand for the vast majority of DXC services and solutions. Simplified offering families are the organizing framework for our solutions and services. This level of our brand architecture is unbranded and is primarily a navigation tool.

Why it matters:

  • Supports the DXC masterbrand by clearly defining our capabilities and demonstrating areas of expertise
  • Simple, customer-centric language eases comprehension

 

Level 2 - Simplified Offering Families

Unbranded

A framework that organizes all of DXC’s services and solutions in a clear and compelling way. Simplified offering families are the organizing framework for our solutions and services. This level of our brand architecture is unbranded and is primarily a navigation tool.

  • Cloud
  • Workplace
  • Security
  • Applications
  • Consulting
  • Analytics
  • Business process
  • Industry Solutions

Why it matters:

  • Supports the DXC masterbrand by clearly defining our capabilities and demonstrating areas of expertise
  • Simple, customer-centric language eases comprehension

Level 3 - Major Offerings

Unbranded

Groups of services and solutions under which related individual offerings are organized.  Our major offerings are thematic groupings of GTM services and solutions. These sub-categories make it easier for customers to navigate our portfolio. This level of our brand architecture is unbranded.

Why it matters:

  • Further defines our capabilities
  • Communicates categories of expertise
  • Supports our sales process by grouping together similar or companion offerings

Level 4 - GTM Offerings

Branded

Go To Market offerings are individual services and solutions our customers can purchase.

GTM Offerings - Descriptive name: Individual offerings that may be purchased by a customer.

GTM Offerings - Creative name: Select GTM offerings that are elevated in stature using a suggestive, fanciful or evocative name.

 

Why it matters:

  • Naming our offerings in a descriptive manner provides clarity to customers, and reduces barriers to engagement
  • Thus, the majority of our GTM offerings should be clearly and descriptively named
  • Some GTM offerings are elevated in stature using a creative name—these instances are exceptions
  • Creation of a creative name requires approval

Level 5 - Acquired Sub-brands & Joint Ventures

Branded

Acquired companies and related sub-brands that have not yet been integrated into the DXC portfolio. Sub-brands are acquisitions or joint ventures that have not yet been integrated into the DXC portfolio.

Why it matters:

  • To support our masterbrand, acquisitions should be fully integrated into the DXC brand
  • However, we need to follow a thoughtful and deliberate process to ensure equity transfer

© DXC Technology