Novell Extends Powerful NetWare Brand Boldly into the Future

New Corporate Logo, Advertising, and Branding "Marketecture" Assert Novell's Leadership in Global Networking

OREM, Utah, -- September 21, 1995 -- Novell, Inc. (Nasdaq: NOVL) today launched a comprehensive marketing campaign to build on the company's leadership in networking by communicating its role in the rapidly expanding market for global connections and network services. A new corporate logo was unveiled, along with a targeted worldwide advertising campaign. Novell also disclosed initial details of a comprehensive branding "marketecture" model that will be deployed over the coming year. The announcement was made in conjunction with the rollout of Novell's strategic technology initiatives.

"Novell marketing - from our logo to our advertising - will convey the strategic power of networking and secure Novell as the leading networking brand for years to come," said Christine G. Hughes, senior vice president of Corporate Marketing for Novell. "We are expanding our communications with existing and new customers to make the complex story of networking relevant and understandable to today's broad market."

Novell's new corporate logo conveys the dynamics of the new networked world while building on the recognition of the design launched by Novell in the 1980s. The logo was developed by Novell's branding partner, New York-based Frankfurt Balkind. The first in a series of advertisements also debuted today in targeted business, consumer and computer trade media worldwide. Created by San Francisco-based Young& Rubicam, the ads combine humor, intriguing visuals and accessible messages to deliver the Novell story to key constituencies including customers, developers and channel partners. The ads communicate the experience of being connected and underscore the broad potential of networking.

Novell also previewed selected components of a comprehensive branding "marketecture" model. Designed to leverage the company's deep equity in the NetWare brand, the model clarifies how Novell's wide range of products work together and makes it easier for customers to make complex purchase decisions.

"The branding model will clearly communicate how every Novell product supports our strategic focus - providing smart networks that are accessible from anywhere, span multiple platforms, and extend to a myriad of intelligent devices," Hughes said

The NetWare brand has been a powerful imprint for Novell since its inception. Both "NetWare" and its root "Net" will be extended to new and existing products. For example, Nested NetWare is the new name for Novell's software for connecting nontraditional computing devices - from fax machines to microwave ovens (it was formerly known by the acronym NEST for Novell Embedded Systems Technology). DeveloperNet is the name of a new program Novell will introduce to developers next week at Networld+Interop in Atlanta. Novell's popular Yes Program for product compatibility has been rebranded as YesNet ; and its publisher relations program, introduced this June, is known as MediaNet.

The complete branding framework will be announced in the November time-frame at the start of Novell's new fiscal year. New product names will be announced as updated products are released into the marketplace over the next year.