Cypress's new brand: "Embedded In Tomorrow"

Hassane El-Khoury

Cypress Director, President and Chief Executive Officer

Cypress 3.0

Corporate brands are more than just visual identities—they represent commitments to customers, shareholders, and employees alike.

If you've been following Cypress, you might have noticed our fresh new logo and slogan: "Embedded In Tomorrow." This marks the first major brand evolution in the company’s 35-year history. Through this rebranding, we’re reinforcing our vision for Cypress 3.0: to grow faster than the semiconductor market, and to deliver system-level solutions, microcontroller combinations, wireless and wired connectivity, analog, and memory products to our customers.

We Live for Problems

In March, we launched our bold new branding campaign at Embedded World—the world's largest event for electronic engineers—titled “We Live for Problems.” This campaign reflects our mission to turn today’s challenges into tomorrow’s innovations. Let’s take a closer look at how Cypress made an impact at this year’s show.

From train stations to our booth, Cypress ads were everywhere at Embedded World. Even if you didn’t attend, you might have seen our brand on online ads, websites, or even on the massive Thomson Reuters digital billboard in New York Times Square (below).

Cypress exhibits at Embedded World (above) and appeared on the Thomson Reuters billboard in Times Square, New York (below)

When we first shared this campaign internally, we received a lot of feedback—like “Never mention problems in marketing,” or “Avoid using red in slogans.” But we decided to break the mold and express who we truly are. After all, that’s what a brand should do.

At its core, Cypress is an engineering-driven company that helps customers build the most innovative automotive, industrial, and consumer products in the world.

PSoC® 6 MCU

Customers often reach out when they face challenges—not when everything is perfect. When we see a problem, we dive in with full focus and innovation to solve it. We constantly seek new ideas to tackle big issues and create solutions that help customers speed up their development processes.

Since solving problems is part of our daily work, there’s no need to follow advice like “don’t talk about problems.” After reviewing the plan, I decided to go ahead with the campaign and told our team to be proud of it. We even encouraged them to use the red slogan freely if they wanted. In this short film, they showed what it means to live by our values.

Alongside the “We Live for Problems” campaign, we also launched the new PSoC® 6 MCU at Embedded World. Built on our flexible 40nm platform, this solution addresses key industry challenges:

How to reduce power consumption or improve security.

How to create a flexible architecture that adapts to evolving industry standards.

How to develop intuitive and powerful software that ensures seamless integration across the entire solution.

Brand Promise

I often tell our team that for every customer problem, there’s a corresponding solution. That’s how we win trust and become the essential partner in solving complex challenges.

Only by delivering on this promise can we truly embody our brand identity.

Embedded In Tomorrow isn’t just a slogan—it’s a guiding principle that shapes how we operate, informs our product decisions, and aligns our business strategies.

Here are the words that define us:

Fearless: Reflects our determination to serve customers and solve tough problems.

Forward-looking: Demonstrates how we anticipate future needs and stay ahead of the curve.

Reliable: Our products must be dependable and robust.

Fast: It’s about quick delivery, fast response times, and rapid time-to-market.

At the heart of it all is our commitment to customers, shareholders, and employees. We’re dedicated to creating solutions that sense, connect, learn, respond, and make life easier. We aim to save you time and effort in your busy life—whether at home, work, or on the move. We want to deliver a better user experience, every day.

We’re excited about our new logo and the transformation under Cypress 3.0. Click below to read the original text and watch the video to discover more.

This is a bit different from what you might expect from a typical Cypress promotional video—it’s worth checking out. Enjoy!