Announcing Calix’s refreshed brand identity

Calix Global Challenges

Audrey Barucchi \ May 21, 2019

Calix is pleased to announce the launch of our refreshed corporate brand identity. The new brand reflects a process of consultation with our staff and some external stakeholders, where we asked what people think we do, how we do it, and perhaps most importantly, why we do it.

“What we do” was broadly understood and agreed: “solving global challenges” has been the basis of our passion and our business for over a decade, in our quest to become a leading global innovator of industrial solutions for the environment.

“How we do it” again brought to the fore our staff’s broad agreement on our values of inclusiveness, continuous improvement for ourselves and our customers, and creating a positive impact through a down-to-earth attitude, care, integrity, and ingeniousness.

“Why we do it” was more tricky! While all our staff brought different perspectives to bear on why they do what they do, we initially found it difficult to wrap it into a common, pithy theme that resonated with all. After a suggestion that Elon Musks’ “Space ” had their “why” nailed – a picture of Mars – a theme emerged that quickly brought together the different perspectives, as well as reflect Calix’s personality – a little bit irreverent and fun at the surface, but very serious underneath. Because there’s only one Earth.

Mars is for quitters.™

The refreshed brand coincides with the upcoming launch of a new global website, which will enable us to tell our story and share the exciting things that are happening at Calix, through a variety of videos, technical content, and customer stories.

As we continue to pursue our purpose to make a great business that solves global challenges, we at Calix want to thank you all for your continued support.

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