Crucial is the brand of Micron Technology, Inc. one of the world largest manufacturers of memory and data storage devices in the world computer market. Having been founded in 1978 in Idaho, USA, the company was developing in a very dynamic manner and in the first decade of the XXI century acquired the leading position as a producer of semiconductors products. The corporation uses the Crucial Technology trademark for its production of the consumer sector.
The meaning of the trademark and its logotype is put into the name “Crucial” is connected to the crucial role in making the computer’s system faster, smoother and more powerful when the company’s memory devices are added to its configuration, making its programmes load faster, increasing responsiveness of the operating system and increasing the work speed of data-intensive applications.
The Crucial logo was designed when Micron Technology launched its “Crucial Technology” trademark. It contained the wordmark “CRUCIAL” written in a font most close to the commercial Flamante Sans Bold. Although the graphics some letters were changed. Thus, the letter “C” was a bit extended horizontally in comparison with the other letters of the word. The ascender of the letter “L” was much higher than the normal proportions of the font, looking as it were the right border of the logo. Above the inscription there was a horizontal strip with a sharp left end and a thick rounded right end, which created the illusion of the movement of a comet or elementary particle of an atom, making a hint at the Micron company standing behind the Crucial brand. Under the main line, there was the word “TECHNOLOGY” in block letters twice smaller than the font of the brand name. Shifted to the right under these two lines was the phrase “A Division of Micron” in a still smaller font. The colour palette of the logo is white for the background, saturated black for the wordmark and bright cobalt blue for the strip over it and cloud grey for the lowest line.
Lately, the logo was modified. It is still the same wordmark in the same font and the same colours but without the lines “technology” and “a division of Micron”. This logo also exists also in a black and white version; the wordmark and the strip are white on a black rectangle. Another version of the logo contains exactly the same wordmark with the blue strip over it but with the phrase “The Memory Experts” in the same cobalt blue colour and twice as small as the main inscription.
The brand stayed true to the logo it has been using earlier and simply added a second line. It said “by Micron” in smaller font featuring the Micron logo. A thin line is placed on either side of the second line, underlining the brand name. This additional line gave the brand even more value as it now had a logo of a well-known company.