Remember when Siglent's logo wasn't ugly?

[TimNJ]

This is a really dumb topic, I must admit. But, as great as Siglent products are (for the money), who the heck approved the new color scheme? Windows BSOD blue + burnt sienna on a 40% gray background? Yuck.

Really throws off the look of the entire product, in my opinion. Yes, it's a tool and not a consumer gadget, but jeeeez, those are the colors you thought looked good?

Rant off.

[Synthtech]

I agree. Good branding and logo is critical to a tech company’s image. Siglent misses the mark somehow.

[tautech]

Of course I think the new one's much better, it certainly catches the eye better so as some might argue, there's no such thing as bad publicity as all publicity is good.
This new logo has been around for a while now and IIRC it came about the time of the first X model releases.

[ebastler]

Of course I think the new one's much better, [...]

... and it clearly sends the message that the product has a fan built-in. 
Key feature, maybe?

[StillTrying]

To me it represents a carousel or a merry go round, certainly seems that way.

[tautech]

To me it represents a carousel or a merry go round, certainly seems that way.

I know, I know. I keep asking for an L+ update and they're still working on it. 

[Synthtech]

To be fair the Keysight logo isn’t that great either but Siglent really doesn’t help their own look by putting theirs on that metal coloured sticker. Looks cheap, especially with the corners rounded off on one side only. It looks like the stuck it over a generic brand to hide it or something.

[StillTrying]

I know, I know. I keep asking for an L+ update and they're still working on it. 

I don't think it's your fault!

Maybe it's just me, or maybe it's because there's only been just me! but I think Siglents handling of the CML+ and it's firmware has been ridiculous.

Edit: For about 70% of the 'features', even now I don't know whether it's only me/mine that has them!

[Bud]

Of course I think the new one's much better, [...]

... and it clearly sends the message that the product has a fan built-in. 
Key feature, maybe?

Not exactly. It has a fan that rotates counterclockwise.

[Gregg]

Of course I think the new one's much better, [...]

... and it clearly sends the message that the product has a fan built-in. 
Key feature, maybe?

That may be an abrasive flap wheel they use to take the rust off the edges of their stamped steel framework in the new improved models

[tautech]

To be fair the Keysight logo isn’t that great either but Siglent really doesn’t help their own look by putting theirs on that metal coloured sticker. Looks cheap, especially with the corners rounded off on one side only. It looks like the stuck it over a generic brand to hide it or something.

Excuse my english but you've got that arse about face ! 

[Synthtech]

To be fair the Keysight logo isn’t that great either but Siglent really doesn’t help their own look by putting theirs on that metal coloured sticker. Looks cheap, especially with the corners rounded off on one side only. It looks like the stuck it over a generic brand to hide it or something.

Excuse my english but you've got that arse about face ! 

Touche! I haven't seen that one. Maybe it's an RS sticker over a Siglent sticker over an Atten sticker. 

Mind you with their multimeters Siglent hide their user interface behind a fake Keysight UI so it's an endless hall of mirrors! 

[tautech]

Here's more to ponder on:

[Electro Detective]

Here's some royalty free music for when test gear hits the catwalk 

[Synthtech]

Wow, how would you feel if you ponied up for a LeCroy oscilloscope and then discovered that it was a Siglent!

[tautech]

Wow, how would you feel if you ponied up for a LeCroy oscilloscope and then discovered that it was a Siglent!

Or the other way to look at it; LeCroy model (whatever) and do your homework to find it is a Siglent which you can buy for a much better price !

[Synthtech]

Wow, how would you feel if you ponied up for a LeCroy oscilloscope and then discovered that it was a Siglent!

Or the other way to look at it; LeCroy model (whatever) and do your homework to find it is a Siglent which you can buy for a much better price !

Does the LeCroy run their own O/S on the Siglent hardware? I don’t come across LeCroy gear in Australia, I don’t think that it’s a big seller in this market.

[tautech]

Wow, how would you feel if you ponied up for a LeCroy oscilloscope and then discovered that it was a Siglent!

Or the other way to look at it; LeCroy model (whatever) and do your homework to find it is a Siglent which you can buy for a much better price !

Does the LeCroy run their own O/S on the Siglent hardware? I don’t come across LeCroy gear in Australia, I don’t think that it’s a big seller in this market.

Some, yes.
LeCroy and Siglent have a long standing relationship in which they have shared marketing of some products they have developed together. ie. Siglent brand in China and LeCroy to western markets.

Some more:

[Synthtech]

It makes my head spin. The test gear industry has a lot in common with the car industry it seems when it comes to badge engineering.

[bd139]

RS Pro is the one that fucks me off as that cheapens even the worst chinese brands 

[tautech]

It makes my head spin. The test gear industry has a lot in common with the car industry it seems when it comes to badge engineering.

Yep.
And those are just the better known rebrands.
Some time ago I asked Siglent for a list of their rebranded products and their reply was; if we tell you we'll have to kill you ! 

Tentacles everywhere !

[BillB]

The LeCroy tactical black is kinda cool, but beige is classic.  I don't mind the Siglent logo at all; for meaningless marketing symbols, it's as good as any of the others out there.  Is there an origin story for the name and logo (other than the coincidental similarity to the Agilent name/logo)?

I didn't realize BK rebadged the scope meters.  Does that in any way increase the chances that there is going to be a firmware update for them this decade?

[TimNJ]

The LeCroy tactical black is kinda cool, but beige is classic.  I don't mind the Siglent logo at all; for meaningless marketing symbols, it's as good as any of the others out there.  Is there an origin story for the name and logo (other than the coincidental similarity to the Agilent name/logo)?

I didn't realize BK rebadged the scope meters.  Does that in any way increase the chances that there is going to be a firmware update for them this decade?

Actually, I really mean the logo colors are ugly. The font and symbol are fine. It's the colors which really throw me off.

[RoGeorge]

If we put aside the familiarity and coziness of a known logo/color/whatever, then the logo itself has no value.

The "glow" and fame of a logo, or brand, is not given by the graphic representation in itself. A good graphic might help, but "the glow" of a brand is forged by the quality of the products or services offered over time.

The name can be any combination of letters and graphic symbols (unless, of course, epic fails like something called 'Pedobear', or so).

What really counts is not the name, or the graphic appearance.
What really counts it's the product, and its quality.

[BillB]

If we put aside the familiarity and coziness of a known logo/color/whatever, then the logo itself has no value.

The "glow" and fame of a logo, or brand, is not given by the graphic representation in itself. A good graphic might help, but "the glow" of a brand is forged by the quality of the products or services offered over time.

The name can be any combination of letters and graphic symbols (unless, of course, epic fails like something called 'Pedobear', or so).

What really counts is not the name, or the graphic appearance.
What really counts it's the product, and its quality.

If that truly was the case, then the entire, gigantic, marketing industry wouldn't exist.  Companies spend a lot of money on image, which I agree is completely independent of the quality of their products.   

[TimNJ]

If we put aside the familiarity and coziness of a known logo/color/whatever, then the logo itself has no value.

The "glow" and fame of a logo, or brand, is not given by the graphic representation in itself. A good graphic might help, but "the glow" of a brand is forged by the quality of the products or services offered over time.

The name can be any combination of letters and graphic symbols (unless, of course, epic fails like something called 'Pedobear', or so).

What really counts is not the name, or the graphic appearance.
What really counts it's the product, and its quality.

Both are important!! Even if we wish we didn't, we are all still guilty of "judging a book by its cover". If a company has a half-assed logo made in Microsoft Paint, don't you think this raises a flag for consumers? If a company (seemingly) cares so little about its logo, what else don't they care about?

[RoGeorge]

When I was writing that I was having in mind only personal experiences (which might be wrong), but let's take some examples:
The old Tektronix and the new one. Then the classical Hewlett-Packard, Agilent, Keysight.

Which one looks or sounds better? Depends of what one was used to. Just wait for a while, and (maybe) Keysight will be as cool as Agilent, or HP.

You might ask if I am trying to invalidate years of study of visual arts and marketing. Not at all.

In a movie, where tens and hundreds of subtle artistic details adds up, and all together contribute to the whole "feeling" of the movie, then yes, all those little tricks studied for years pays of. But for one word and one symbol (like in a brand), not so much.

The marketing industry is very good at associating whatever symbol or name you already have with other good or cool feelings (like the joy/youth/playful_and_thirsty in Coca-Cola ads for example), but many times, especially when it's about finding a new name or image, the giant marketing industry is nothing but a bunch of sophisticated BS.

Just listen to this sad-yet-hilarious $50M fail from Jery Ellsworth's own experience if you don't believe me:



Later edit:
Long podcast, sorry, the re-branding story starts somewhere around minute 28:50, or go to 32:45 if you have only one minute to spare, in order to get the taste of a professional branding company at work. I've seen similar cases myself, not in Silicon Valley, but here in EU. It's exactly the same feeling. Loads and loads of BS presented as finesse.

[TimNJ]

When I was writing that I was having in mind only personal experiences (which might be wrong), but let's take some examples:
The old Tektronix and the new one. Then the classical Hewlett-Packard, Agilent, Keysight.

Which one looks or sounds better? Depends of what one was used to. Just wait for a while, and (maybe) Keysight will be as cool as Agilent, or HP.

You might ask if I am trying to invalidate years of study of visual arts and marketing. Not at all.

In a movie, where tens and hundreds of subtle artistic details adds up, and all together contribute to the whole "feeling" of the movie, then yes, all those little tricks studied for years pays of. But for one word and one symbol (like in a brand), not so much.

The marketing industry is very good at associating whatever symbol or name you already have with other good or cool feelings (like the joy/youth/playful_and_thirsty in Coca-Cola ads for example), but many times, especially when it's about finding a new name or image, the giant marketing industry is nothing but a bunch of sophisticated BS.

Just listen to this sad-yet-hilarious $50M fail from Jery Ellsworth's own experience if you don't believe me:



Later edit:
Long podcast, sorry, the re-branding story starts somewhere around minute 28:50, or go to 32:45 if you have one minute to get the taste of a professional branding company at work. I've seen similar cases myself, not in Silicon Valley, but here in EU. I can swear it's the same feeling.

I agree with you. Most well-known brands are not well know because of their logo, but rather their product. And for the most part, we don't care about the logo, only the brand it represents. I'm with you there.

But as a relatively new company, having a crappy logo doesn't help your chances of gaining acceptance in already established market. Take a look at some cheapo bits of Chinese test gear on eBay. Does the Chinese Times New Roman on the front panel give you the warm and fuzzies? Will big customers ever take those brands seriously? Probably not.

That's all I'm trying to say. If you want people to take you seriously, then you have to make it look like you take yourself seriously too.

By the way, I don't mind the Siglent logo at all. It's just the lack of basic color theory awareness that rubs me the wrong way.

Just finished listening to that podcast yesterday. I agree that CastAR did not need a new logo or a new name; They needed a product. And they ultimately failed because of misguided leadership and spending (like 6 figures on a freaking name change).

CastAR is an example of management being obsessed with self-image. Chinese test equipment on eBay/Aliexpress is an example of companies not caring at all about image. Somewhere in between is the happy medium, like anything.

[tautech]

Is there an origin story for the name and logo (other than the coincidental similarity to the Agilent name/logo)?

I see that as self explanatory, others views may differ.

Siglent evolved when their top brass left Atten AFAIK so of course they'd be looking for a 'brand' that might/could turn heads.
Some background:
http://www.siglent.com/ENs/about.aspx?id=549
http://www.siglent.com/ENs/about_us/2

I didn't realize BK rebadged the scope meters.  Does that in any way increase the chances that there is going to be a firmware update for them this decade?

Yep, that's being worked on too.

[Mr. Scram]

Rule 8 of the internet states that whenever there is a logo change or even just a logo people will state they like the old one better, don't like the new one or otherwise criticise the decisions made. It's also likely the people levelling these criticisms have no background or training when it comes to visual communication. How absolute the statements are tends to be inversely proportional to the little experience that might be present, however minute or outdated it may be.

[BillB]

Could be worse:

http://www.businessinsider.com/the-15-worst-corporate-logo-fails-2014-1

[bd139]

 

[amyk]

"Siglent" always sounded like an Agilent knockoff, but at least they haven't rebranded themselves as Sigsight... yet.

[tautech]

"Siglent" always sounded like an Agilent knockoff, but at least they haven't rebranded themselves as Sigsight... yet.

Stumbled across a page on Dave's website from the beginning of 2014 and well before Siglent gained the popularity they have today:
https://www.eevblog.com/2014/01/09/hp-err-agilent-has-a-new-name/

Maybe Agilent changing to KS has helped Siglent. 

[RoGeorge]

Could be worse:

http://www.businessinsider.com/the-15-worst-corporate-logo-fails-2014-1

 

[Electro Detective]

"Siglent" always sounded like an Agilent knockoff, but at least they haven't rebranded themselves as Sigsight... yet.

Stumbled across a page on Dave's website from the beginning of 2014 and well before Siglent gained the popularity they have today:
https://www.eevblog.com/2014/01/09/hp-err-agilent-has-a-new-name/

Maybe Agilent changing to KS has helped Siglent.

I think you're onto something there, perhaps buyers on a budget or newbs desiring to get their feet wet on the cheap, think the brands are somehow related and a safe punt to buy Siglent ?   


FWIW It's absolute absurdity and dumbassery to drop a LONG TIME (raking in the cash) respected name in test gear Hewlett Packard, which was already trimmed down and accepted as 'HP'

to names that relate to   


How many meters will Fluke sell if they change their name to ProbeSight or AgileMeter

and drop the amber yellow holsters for hot pink...