In response to challenges faced in the marketplace and a falling share price Ed McCracken was fired and SGI brought in Richard Belluzzo to replace him. Under Belluzzo's leadership a number of initiatives were taken which are considered to have accelerated the corporate decline. This put the company in even more direct competition with the likes of Dell, making it more difficult to justify a price premium. The product line was unsuccessful and abandoned a few years later. In , in an attempt to clarify their current market position as more than a graphics company, Silicon Graphics Inc. At the same time, SGI announced a new logo consisting of only the letters "sgi" in a proprietary font called "SGI", created by branding and design consulting firm Landor Associates , in collaboration with designer Joe Stitzlein.
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