SITUATION

GE and Veritas Capital Partner with Bluetext on Strategic Branding Initiative to Form Abaco Systems

After GE agreed to spin off its Rugged Embedded Systems division to a private equity powerhouse Veritas, the new company had less than a month to develop its new name, logo, color and style–literally from scratch. Once the name Abaco Systems was selected, the Bluetext team worked around the clock to create a unique new brand.