Today marks the date palmOne becomes Palm. The company today begins trading under the symbol PALM, formerly traded under the Nasdaq ticker symbol PLMO. Accompanying the name change is the release of a new company logo, which will begin appearing on products this fall. The company had acquired unencumbered rights to the Palm brand by buying out the share of the brand formerly controlled by PalmSource.

The new logo builds upon the strong brand equity already established in the former blue Palm circular medallion, but the updated typeface suggests the trend toward digital content and an orange gradated background evokes energy. The logo was created by Turner Duckworth, a leader in brand identity design that counts among its customers Amazon.com and Coca-Cola. Turner Duckworth has created Palm and palmOne brand identities since the original blue medallion logo.

"Our new logo takes advantage of the high brand awareness we've built over time through award-winning and commercially successful handheld computers and smartphones," said Page Murray, Palm vice president of marketing. "It balances the past with the future, and signals to customers that they can expect to see a lot more of the name 'Palm' going forward in exciting mobile-computing products."

palmOne, Inc. was created in October 2003 when the earlier Palm, Inc. spun off PalmSource and acquired Handspring, Inc. At that time, the decision was made to share the Palm brand between palmOne and PalmSource. Over time, customers have come to identify the name Palm more with physical products than with the operating system that powers it.