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  Network Solutions' new brand identity


This brand 'does what is says on the can'.

Although the ribbonesque NS suggests connectivity, continuous service, seamless integration et all, there is no big idea to appreciate. This brand doesn't need to be particularly evocative. It just needs to work well... in the background.

Network Solutions is a generic brand in a highly commoditised industry. As a user I think I'd appreciate the effort NS has put into the new identity, look and feel and functionality of the new website. The 3D interface is borderline gimmicky but should satisfy a broad market of semi-techheads who don't expect inspiration from a service that should just work well.

In effect the new identity is cosmetic. Network Solutions has a smart new skin to celebrate some functional enhancements but the brand name and identity is conceptually flat.


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