Business Objects, a provider of business intelligence (BI) solutions, has unveiled a new brand identity and a new tagline, ’Let there be light’ that signifies a transformation in how Business Objects is engaging with the market.

"Our company mission is to transform the way the world works through intelligent information. Not just transform how our customers manage data, but transform how every single person in the work place performs his or her job," said Marge Breya, senior vice president and chief marketing officer, Business Objects. "’Let there be light’ is a challenge to all of us to constantly provide new, interesting solutions that enables everyone to see information in more illuminating ways.”

According to Business Objects, the new brand identity has been created to reflect the redefined business intelligence category. The new brand identity involves a new treatment of the logo, a re-skinned company website (both internal and external) and a thin line that runs across materials representing a spectrum of light.

The company will also launch a new gathering site, Insight.businessobjects.com. This online community will access the collective intelligence of data junkies the world over to work to solve real world issues such as climate-change.