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Burroughs Corporation records. Corporate identity studies.

Identifier: CBI 90, Series 22

Scope and Content Note

The collection contains documentation of four corporate identity studies. Final reports for both a 1964 Burroughs' study on internal communications and a 1984 Corporate Identity Audit Project are included. A study by Nowland & Company resulted in two reports: a management report and a report on a study of logo standardization and modernization of the Burroughs image, which includes metal nameplates with the Burroughs name letters, information on new company letterhead, business cards, and corporate advertising.

The corporate identity program of 1984-1985 conducted by Siegel and Gale produced the greatest amount of documentation. Information generated by this study includes an audit slide show script, cassettes and transcripts from the interviews conducted in 1984, and several reports of surveys on Burroughs' image in other countries (United Kingdom, France, and Japan). Also included is a study report on corporate identity and positioning.

Scope and Contents

This is one series of the Burroughs Corporation Records (CBI 90). Please see the other series finding aids for further information regarding the Burroughs Corporation.


  • 1957-1985


Language of Materials


Access to materials:

Access to the collection is unrestricted.


The Charles Babbage Institute holds the copyright to all materials in the collection, except for items covered by a prior copyright (such as published materials). Researchers may quote from the collection under the fair use provisions of the copyright law (Title 17, U.S. Code).

Historical Note

Like most companies, Burroughs was interested in its public image and corporate identity. In addition to internal studies, the company hired outside firms to conduct corporate identity studies. Burroughs hired Nowland & Company for a study in 1957. The results revealed that in the public's mind, Burroughs was linked with adding and bookkeeping machines, but not computers or electronic computing devices. Several changes were suggested to bring more recognition to Burroughs' lesser-known products. There were also some changes to and standardization of company logos and correspondence.

In 1984, Burroughs hired the consulting firm of Siegel and Gale to do an image study of the company. The 1984-1985 corporate identity program consisted of an audit of existing company conditions, interviews with top management players at Burroughs, financial studies, market research, and a review of the business press. The report discussed Burroughs strengths and weaknesses, and then suggested directions for the future. As a result of the corporate identity program, there were changes at Burroughs, including a new company logo.


4 boxes (1 cubic foot)


Collection contains documentation of four corporate identity studies.

Arrangement of Collection

The materials in this collection are arranged into the following groups:

  1. Corporate Identity Study, Nowland & Company, 1957
  2. Corporate Communications Study, Burroughs Study, 1964
  3. Corporate Identity Audit Project, 1984
  4. Corporate Identity Program, Siegel & Gale, 1984-1985


The records were given to the Charles Babbage Institute by Unisys Corporation in 1991, accession 991-35.

Related Material

This is one series of the Burroughs Corporation Records (CBI 90). Please see the other series finding aids for further information regarding the Burroughs Corporation.

Burroughs Corporation Records. Corporate Identity Studies, 1957-1985. Finding Aid.
Prepared by Susan A. Stepka, September 1995; revised by Carrie Seib, October 2003.
July 2005
Language of description
Script of description
Language of description note

Collecting Area Details

Contact The Charles Babbage Institute Archives Collecting Area