Subex will retain parent identity

Telecom software products firm Subex has undergone rebranding with the primary objective of retaining its original parent identity. The exercise is also in synchronisation with the company's vision to become a $100 million entity.

"Despite multiple acquisitions, our clients and employees identified us with the original name Subex. They felt it was appropriate for the company to retain the original identity. Even the management felt the need for it," says Subex's Vice-President (Marketing) Sanjeev Gadre.

The company has also redesigned the logo, which is coloured predominantly in purple with the last letter partially in yellow. According to Gadre, a lot of thought went into rebranding the company name and logo.

"The process started in early August. The rebranding signifies everything, right from the offerings, product ranges and the youthfulness of the employees. With the new logo, employees feel a new sense of vigour," he contended.

According to him, the purple colour highlights the growth of the company while the yellow signifies its relationship with the customers.

"The stylised 'X' in the new Subex logo stands for the 'X' factor that sets Subex apart in its domain. The usage of the lower-case type is representative of the company's youthful dynamism. The straight and thick lines are evocative of the strength with which the company leads the industry. The design and rebranding encapsulates Subex as a whole," Gadre added.

Though he felt the rebranding would not assist in fetching greater number of clients, it would help provide better identity to the company's prospects.

"In fact, many of our clients and stake holders are extremely happy with the rebranding, including the new website of the company," he stated.

Subex Founder Chairman and MD Subash Menon said Subex Azure was adopted to highlight the acquisition and subsequent integration of UK firm Azure in June 2006.

"This was in line with our strategy to leverage the recall and positioning of Azure in the market. The company has now fully-benefited from that strategy and since then proceeded to acquire Canadian firm Syndesis. Now it's time to reposition Subex, the mother brand, as the primary brand," he added

"The new name is the culmination of successful acquisitions to date, incorporating all assets and brand equity into a unified brand. It is also a reflection of the company's global consolidation and continuous product innovation," he pointed out.

Gadre said the company will undertake a comprehensive multi-modal communication campaign to highlight its changed identity and new logo.