Remember when Siglent's logo wasn't ugly? - Page 1
Forum section: electronics / general

author: TimNJ
author_rank: Super Contributor
timestamp: May 30, 2018, 02:57:06 pm
content: 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 atooland not a consumer gadget, but jeeeez, those are the colors you thought looked good?Rant off.

author: Synthtech
author_rank: Regular Contributor
timestamp: May 30, 2018, 08:48:45 pm
content: I agree. Good branding and logo is critical to a tech company’s image. Siglent misses the mark somehow.

author: tautech
author_rank: Super Contributor
timestamp: May 30, 2018, 09:00:00 pm
content: 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.

author: ebastler
author_rank: Super Contributor
timestamp: May 30, 2018, 09:06:34 pm
content: Quote from: tautech on May 30, 2018, 09:00:00 pm... and it clearly sends the message that the product has a fan built-in.Key feature, maybe?

author: StillTrying
author_rank: Super Contributor
timestamp: May 30, 2018, 09:26:57 pm
content: To me it represents a carousel or a merry go round, certainly seems that way.

author: tautech
author_rank: Super Contributor
timestamp: May 30, 2018, 09:31:05 pm
content: Quote from: StillTrying on May 30, 2018, 09:26:57 pmI know, I know. I keep asking for an L+ update and they're still working on it.

author: Synthtech
author_rank: Regular Contributor
timestamp: May 30, 2018, 10:04:03 pm
content: 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.

author: StillTrying
author_rank: Super Contributor
timestamp: May 30, 2018, 10:22:34 pm
content: Quote from: tautech on May 30, 2018, 09:31:05 pmI 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!

author: Bud
author_rank: Super Contributor
timestamp: May 30, 2018, 10:39:39 pm
content: Quote from: ebastler on May 30, 2018, 09:06:34 pmNot exactly. It has a fan that rotates counterclockwise.

author: Gregg
author_rank: Super Contributor
timestamp: May 31, 2018, 12:15:02 am
content: Quote from: ebastler on May 30, 2018, 09:06:34 pmThat 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

author: tautech
author_rank: Super Contributor
timestamp: May 31, 2018, 02:45:56 am
content: Quote from: Synthtech on May 30, 2018, 10:04:03 pmExcuse my english but you've got that arse about face !

author: Synthtech
author_rank: Regular Contributor
timestamp: May 31, 2018, 02:51:41 am
content: Quote from: tautech on May 31, 2018, 02:45:56 amTouche! 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!

author: tautech
author_rank: Super Contributor
timestamp: May 31, 2018, 09:24:49 am
content: Here's more to ponder on:

author: Electro Detective
author_rank: Super Contributor
timestamp: May 31, 2018, 09:36:18 am
content: Here's some royalty free music for when test gear hits the catwalk

author: Synthtech
author_rank: Regular Contributor
timestamp: May 31, 2018, 09:53:33 am
content: Wow, how would you feel if you ponied up for a LeCroy oscilloscope and then discovered that it was a Siglent!

author: tautech
author_rank: Super Contributor
timestamp: May 31, 2018, 10:05:08 am
content: Quote from: Synthtech on May 31, 2018, 09:53:33 amOr 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 !

author: Synthtech
author_rank: Regular Contributor
timestamp: May 31, 2018, 10:07:49 am
content: Quote from: tautech on May 31, 2018, 10:05:08 amDoes 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.

author: tautech
author_rank: Super Contributor
timestamp: May 31, 2018, 10:22:46 am
content: Quote from: Synthtech on May 31, 2018, 10:07:49 amSome, 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:

author: Synthtech
author_rank: Regular Contributor
timestamp: May 31, 2018, 10:48:02 am
content: 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.

author: bd139
author_rank: Super Contributor
timestamp: May 31, 2018, 10:51:48 am
content: RS Pro is the one that fucks me off as that cheapens even the worst chinese brands

author: tautech
author_rank: Super Contributor
timestamp: May 31, 2018, 10:56:16 am
content: Quote from: Synthtech on May 31, 2018, 10:48:02 amYep.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 !

author: BillB
author_rank: Unknown
timestamp: May 31, 2018, 03:45:24 pm
content: 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?

author: TimNJ
author_rank: Super Contributor
timestamp: May 31, 2018, 05:04:07 pm
content: Quote from: BillB on May 31, 2018, 03:45:24 pmActually, I really mean the logocolorsare ugly. The font and symbol are fine. It's the colors which really throw me off.

author: RoGeorge
author_rank: Super Contributor
timestamp: May 31, 2018, 05:20:06 pm
content: 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.

author: BillB
author_rank: Unknown
timestamp: May 31, 2018, 05:39:53 pm
content: Quote from: RoGeorge on May 31, 2018, 05:20:06 pmIf 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.

author: TimNJ
author_rank: Super Contributor
timestamp: May 31, 2018, 06:04:35 pm
content: Quote from: RoGeorge on May 31, 2018, 05:20:06 pmBoth 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?

author: RoGeorge
author_rank: Super Contributor
timestamp: May 31, 2018, 06:16:24 pm
content: 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.

author: TimNJ
author_rank: Super Contributor
timestamp: May 31, 2018, 07:14:07 pm
content: Quote from: RoGeorge on May 31, 2018, 06:16:24 pmI agree with you. Most well-known brands are not well knowbecauseof 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.

author: tautech
author_rank: Super Contributor
timestamp: May 31, 2018, 10:27:26 pm
content: Quote from: BillB on May 31, 2018, 03:45:24 pmI 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=549http://www.siglent.com/ENs/about_us/2QuoteYep, that's being worked on too.

author: Mr. Scram
author_rank: Super Contributor
timestamp: May 31, 2018, 11:04:40 pm
content: 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.

author: BillB
author_rank: Unknown
timestamp: May 31, 2018, 11:46:56 pm
content: Could be worse:http://www.businessinsider.com/the-15-worst-corporate-logo-fails-2014-1

author: amyk
author_rank: Super Contributor
timestamp: June 01, 2018, 02:14:08 am
content: "Siglent" always sounded like an Agilent knockoff, but at least they haven't rebranded themselves as Sigsight... yet.

author: tautech
author_rank: Super Contributor
timestamp: June 01, 2018, 05:31:41 am
content: Quote from: amyk on June 01, 2018, 02:14:08 amStumbled 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.

author: RoGeorge
author_rank: Super Contributor
timestamp: June 01, 2018, 05:44:47 am
content: Quote from: BillB on May 31, 2018, 11:46:56 pm

author: Electro Detective
author_rank: Super Contributor
timestamp: June 02, 2018, 09:29:50 am
content: Quote from: tautech on June 01, 2018, 05:31:41 amI 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 gearHewlett Packard, which was already trimmed down and accepted as 'HP'to names that relate toHow many meters will Fluke sell if they change their name to ProbeSight or AgileMeterand drop the amber yellow holsters for hot pink...

author: tautech
author_rank: Super Contributor
timestamp: September 08, 2025, 10:02:34 pm
content: For the record another rebrand not seen before:

author: Analog Kid
author_rank: Super Contributor
timestamp: September 08, 2025, 11:52:12 pm
content: Somewhat related, since we're discussing the look of a logo vs. the quality of a company's products:Back when I was a printer (an ink-on-paper offset lithographer), someone gave me this business card of another printer:Needless to say I never called on the guy.

author: SiliconWizard
author_rank: Super Contributor
timestamp: September 12, 2025, 04:42:53 pm
content: I find both the before and after logos kind of meh, so I don't care. But they actually have relatively decent instruments for cheap.

author: pdenisowski
author_rank: Super Contributor
timestamp: September 15, 2025, 01:55:28 pm
content: Quote from: RoGeorge on May 31, 2018, 06:16:24 pmI was working at HP when the Agilent spin-off happened and it was hard not to notice the similarities between the "new" Agilent logo and the logo of a different spin-off company (four years prior ...)[Note that both spin-off names are "XYZ-ent Technologies" and have the tag line "innovation", round logos, and even similar fonts]

author: abeyer
author_rank: Frequent Contributor
timestamp: September 15, 2025, 07:28:44 pm
content: on that note...Why do AI company logos look like buttholes?https://velvetshark.com/ai-company-logos-that-look-like-buttholes

author: SiliconWizard
author_rank: Super Contributor
timestamp: September 15, 2025, 08:40:36 pm
content: That looks consistent with the products? So it's good marketing.

author: Traceless
author_rank: Frequent Contributor
timestamp: September 15, 2025, 09:24:47 pm
content: Every ugly logo can be fixed with a bit of tapeBut there is design that no amount of tape can fix.