Micron

Micron is a company that develops some of the worlds most advanced semiconductor technologies (that means, they make computer chips and stuff). They have an international operation with facilities in 13 countries including the US. Their technologies are likely within the electronics that we interact with everyday.

Computers have had an immeasurable impact on humanity. They have allowed us to make leaps and bounds in almost any industry from arts and entertainment to medicine. Micron continues to push forward, discovering how to make computer components more productive and efficient. Their technologies literally transform what is possible.

The current micron logo certainly evokes technology in a space age sci-fi sort of way. The perception of what technology is and should be has changed a lot over the past ten or fifteen years though. Instead of wanting things that look high tech and complicated with swirls, sparks, and lightning bolts, people want things that feel simple, minimal, and easy. The micron logo is outdated.

Aesthetically, there are some awkward areas in the micron logo where the swoop intersects the M and where the boomerang edges don't really match up and are even offset. Sometimes the logo is used in just blue, and sometimes green is incorporated. It has a cold, quiet, conservative feeling that isn't easy to relate to.
   
A successful example of branding in a similar industry is intel. Everybody wants a PC that has intel inside. Micron needs such a brand, where consumers will want to make sure that micron is inside. The Micron tribe will gain the prestige that it lacks as it rises to the ideals of contemporary consumers.