The Acer Group launched its new corporate identity today as part of a long-term plan to reposition its brand. The Acer red and blue diamond has disappeared, while the corporate colour is now green.
Acer says its new brand represents its evolution from a hi-tech, hardware-focused company to a softer, human-centric and "hi-touch" company.
"With the recent restructuring that included the separation of our OEM and branded business, the company is now better able to streamline end-to-end implementation, target key customer segments and focus on innovating around the customer," says Stan Shih, chairman and CEO of the Acer Group.
"The new identity represents Acer`s growth from a manufacturing to a knowledge-based economy, which values leadership, service and innovation. It complements Acer`s business strategy which has evolved from being a hardware product-oriented company to a customer-oriented company," says Peter Ibbotson, chairman of Acer`s operations in Southern Africa.
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