Acer reveals new company logo

The Taiwanese-based company is betting high with a brighter green
Allen Ngo,

After ousting former Acer CEO Gianfranco Lanci late last month, the Taiwanese-based computer manufacturer has already refreshed its official corporate logo.

In Acer’s 35-year history, we have changed our corporate logo several times. Each time, it was to face new challenges in a different stage of our development,” Acer said in a statement. The new font has lost its previous sharp and rough edges, leaving an overall smoother look.

Most notably, the new logo brightens up the dark green hue of the previous logo in order to give a younger and more active feel, Acer claims. Regarding the color shift, Acer believes that the brighter green can help the company stand out in branding and marketing as the color is not commonly found in many other companies. Of course, let’s not forget that the bright green has been particularly tied to the successful Android platform as well.

The new logo indicates Acer’s change in market direction and overall restructuring of the company. Its recent sales targets for Q1 2011 fell quite short of expectations and will be increasing tablet numbers in an attempt to make up for the loss. The corporate rebranding could signify the beginning of major changes for the future of the company.


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Allen Ngo, 2011-04-13 (Update: 2012-05-26)
Allen Ngo
Allen Ngo - US Editor in Chief
After graduating with a B.S. in environmental hydrodynamics from the University of California, I studied reactor physics to become licensed by the U.S. NRC to operate nuclear reactors. There's a striking level of appreciation you gain for everyday consumer electronics after working with modern nuclear reactivity systems astonishingly powered by computers from the 80s. When I'm not managing day-to-day activities and US review articles on Notebookcheck, you can catch me following the eSports scene and the latest gaming news.