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COMPUTER SCIENCES REARRANGES FURNITURE IN PITCH FOR COMMERCIAL BUSINESS

Now that Electronic Data Systems is run, albeit at arm’s length, from Detroit, Computer Sciences Corp can claim to be the largest independent professional services company in the computer industry. But the fashionable end of that business these days is the commercial end of the market – witness IBM’s turning its Federal Systems Division loose on commercial customers – yet the El Segundo, California giant is firmly implanted in the national and local government services market. It has being saying for a year or so now that it was determined to increase the proportion of its business that it does with commercial clients, and last week it unveiled a new corporate logo and was going all out to expand its systems integration business in the commercial sector. Of its annual turnover of over $1,000m, 65% currently comes from US Federal Government clients, especially when one realises that the 35% includes its US state government clients, and its foreign business, much of which is also with national governments, as well as commercial business. The advertising industry has some pretty tart things to say about new logos, but for the record the new face the company wants to show to the world was designed by internationally acclaimed graphic artist Robert Miles Runyan, who did the stars in motion symbol for the 1984 Los Angeles Olympics. And according to Computer Sciences, The new CSC logo is composed of a single unit that is repeated to create the three initials: this composition represents a balanced, systematic business structure that can optimally manage forward momentum and growth. The company’s existing commercial clients are in the financial services, retail, utilities and manufacturing sectors, and it now wants to extend its scope to embrace other ones in communications, publishing and distribution.

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CBR Staff Writer

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