BMC’s products and services keep businesses running 24 hours a day, seven days a week. They are powerful applications that run in the background; quiet pieces of code invisible to the end-user; sleek software with results. Powerful. Quiet. Sleek. Those words reverberate through the entire company. To capture that spirit, RCI embodies the BMC brand in the form of a jaguar. To add dimension and distinctiveness to the brand, and because BMC’s products are always in the background, the jaguar is illustrated only through his shadow. The colors of the brand are in line with their corporate colors, but we treat them in a way that is mysterious and sensual. Supporting the incorporeal shadow is the tagline, “Behind business. Ahead of the times.”

4. Alas,thejaguarmethisfatewhenBMCunderwent
aninternalbrandevaluationprocess,ofwhichoneoftheresults
wasanin-depthidentitystandardsmanual.
Ourchargenowshifted,wedemonstratedour
committmenttoprotectingandnurturingthenew
articulationoftheBMCbrandasweintroducedit
ttotheemploymentmarket...