branding Corel rebrands as Alludo.com

[Lox]

Corel, a global technology company helping people work better and live better, announced today that it is undergoing a full rebrand, including a new name: Alludo. Alludo had more than 2.5 million paying customer relationships in more than 130 countries across diverse industries this past year. Leveraging a 35+ year history, Alludo is behind award-winning, globally recognizable brands including Parallels, CorelDRAW, MindManager, and WinZip. This rebranding is part of Alludo’s commitment to reimagining the future of work—not just where people work, but also how, when, and even why they work.

“This is a watershed moment for us,” said Christa Quarles, Chief Executive Officer, Alludo. “We’re reimagining the way the world works by not just writing a new chapter, but a whole new playbook. This new playbook reimagines what work feels like—for our customers and ourselves. We believe in working better and living better, and we want our solutions to deliver just that, boldly and intentionally. That’s why we’ve decided it’s time for a new brand. We’re delighted to share this news with you today, by welcoming you to Alludo.”

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[bmugford]

Corel has basically been around as long as personal computers have been around. It is an OG software company like Adobe.

Kind of an odd rebranding.

Brad

 

[esa]

i'd prefer corel

 

[AEProgram]

the name is still on afternic with a min offer of 9700

https://www.afternic.com/domain/alludo.com

 

[Bob Hawkes]

As others commented, an unusual rebranding.

Corel, as a Canadian company started in 1985, for many years their products, especially WordPerfect, had a big part of the institutional and business markets here. It was the standard suite for some years where I worked.

The original name came from COwpland REsearch Laboratory, since the founder name was Michael Cowpland. He left Corel in I think about year 2000.

In addition to the Corel legacy products like WordPerfect and Paint, I suspect that since the acquisition of Roxio with Toast in particular, that is part of their future vision. While DVD and Blu-ray are not what they were a few years ago, Toast has evolved into more general media processing and publishing software.

If one views the newbranding as All U Do it links to telling stories with video.

I don't know why, but I wondered if the mirror image name was in use, i.e. Odulla. It is developed and is a Hungarian language video site, interestingly enough.

Bob

PS I see that Alludo.com is now up and developed.

 

[Way3]

Corel has basically been around as long as personal computers have been around. It is an OG software company like Adobe.

Kind of an odd rebranding.

Brad

People who started work in the 90s like me can remember when WordPerfect was topdog over Word (by a long shot).

Seems a little late to do any sort of rebranding now (20 years after the fact).

 

[Reallybigidea.com]

I was going to check whois for allduno.com and twice forgot the domain.
Absolutely suck rebranding.

Alldunno.com

 

[forge]

To do is to be. – Descartes
To be is to do. – Voltaire
Do be do be do. – Sinatra
All u do – Whateva...

 

[Sam1234]

The lesson is, don't change your name until you've asked Namepros first.

 

[Sam1234]

I think if the name immediately came across as "all you do" then it would be viewed as positive (they will help you with all the tasks you need to accomplish), but of course the funky AllUDo is nowhere near as wonderful as the name they chose 40 years ago when they had their pick from a nearly-infinite number of fantastic premium brands. I guarantee AllUDo was available back then, but 40 years later nobody has jumped on that name (until now). Why?

Corel is a beautiful name with a great history, it's only downhill from there.

 

[jamesau]

Their products page is a real flashback. All my 90s software in one place.

 

[draco]

They've been around so long, it really makes no sense.

I used to sell their stock photo CD's on eBay. That was a long time ago...

 

[AEProgram]

They've been around so long, it really makes no sense.

I used to sell their stock photo CD's on eBay. That was a long time ago...

You just sent me back 500 years

 

[forge]

Not sure what is worse, the new name or that horrendous word salad announcing it. I can't imagine anyone keeping a straight face reading back such tripe.

WordPerfect was fantastic, by the way.

 

[J.R.]

when spelled as All U Do it makes some sense, but when spelled as alludo it becomes a Latin term.

alludo verb
(1) frolic/play/sport around/with, play against; jest, make mocking allusion to

For a company with the history and budget of Corel, choosing Alludo, seems shortsighted and cheap. They can afford a one-word noun, like Sumo, Club, Whale or Bird, etc.

The confusion feedback will come in hard and fast as partners and consumers debate are you "all you do" or "alludo"?

I'll bet they rebrand 12-24 months from now

 

[xcloud123]

Alludo ？ All U do?

 

[cooljub]

Wow.. I wonder how much such a downgrade cost them, all told?

 

[NYJimbo]

Alludo ?

 

[silentg]

Alludo Sounds like a juice / beverage company.

Falooda

According to the company, “the name Alludo (pronounced 'ah-LOO-dough') represents a cohesive identity and is a nod to the company’s purpose: to empower 'all you do.'"

Alludo is the new umbrella brand name for the corporation, while the products will retain their existing branding; Corel PaintShop Pro will remain the image-editing product’s name, for example. The same holds for Parallels, CorelDraw, MindManager, WinZip, and WordPerfect Office sub-brands.

https://www.pcmag.com/news/corel-rebrands-as-alludo-but-product-names-will-live-on

 

[NYJimbo]

I think they realized that everyone associates their name with the 1990's and they had to do something to break out and start fresh.

I think "Alludo" is the wrong way to do it. Do they have some groundbreaking new product ? If not, then this rename isn't going to do anything.

 

[cooljub]

It looks like this is more an umbrella brand for their different products and the Corel brand will still exist.

 

[J.R.]

I think if the name immediately came across as "all you do" then it would be viewed as positive (they will help you with all the tasks you need to accomplish), but of course the funky AllUDo is nowhere near as wonderful as the name they chose 40 years ago when they had their pick from a nearly-infinite number of fantastic premium brands. I guarantee AllUDo was available back then, but 40 years later nobody has jumped on that name (until now). Why?

Corel is a beautiful name with a great history, it's only downhill from there.

Definitely reeks of a downgrade and backwards branding move.
I wonder how much they paid the 'consultant' to come up with 'alludo'.

It actually sounds like a Nickelodeon teen comedy series.

I don't think it will be downhill, unless they stick with alludo.

I foresee a rebrand to a one-word noun by 2024.

 

[TCK]

It looks like Alludo is the new umbrella for all of their brands, of which Corel is a part of.

 

[bmugford]

Alludo Sounds like a juice / beverage company.

Falooda
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https://www.pcmag.com/news/corel-rebrands-as-alludo-but-product-names-will-live-on

Great. Then it is not as constraining as Corel was. Now they can effortlessly pivot into the juicing field.

This is up there with IBM's spinoff of "Kyndryl" for top tier rebranding in recent memory.

Brad

 

[StartupNames]

Been so used to it being called Corel. Wishing them the best!