Rally Swizzles Branding, Drops Software From Name

Boulder-based Agile software developer Rally said Thursday that it is in the midst of changing its brand identity--changing its name, logo, tagline, and other branding--in what looks to be a switch away from its early, close ties to the Agile software development effort. According to the company's CEO, Tim Miller, in what looks like a phrase crafted via a giant corporate committee, the switch comes as the company is now "focused on empowering customers to align software development with strategic business objectives and leverage agility across their organizations." The biggest change looks to be dropping the word "Software" from Rally's name, as Rally increasingly is also making services a big part of its product offerings.