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NextLevel Systems, Inc.

To concentrate more effectively on areas of higher broadband technology, General Instrument Corporation announced it would spin off much of its semiconductor and cable business. To signal this dramatic change, the corporation appropriated a name from an existing division, NextLevel. Crosby Associates’ visual identifier capitalized on and reinforced the name’s inherent nature. A transitional tagline, nomenclature systems for divisions and products, and redesigned packaging, advertising, literature, vehicles, and signage supported this transformation.