Acer unveils new customer-friendly logo

Acer's regional MD, Eric Tien, took the wraps off a brand new corporate image for the company in Dubai last night. The new Acer is softer and more customer-focused, he explained.

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By  Rob Corder Published  March 15, 2001

Acer Middle East hosted a gala dinner in Dubai last night to unveil a new corporate image and logo.

The re-branding is part of a long-term business plan to reposition Acer and achieve sustainable business growth for its customers and the company, explained Eric Tien, managing director for Acer IMEA. “We are repositioning Acer as a softer, customer-focused company. We are driven by the customer, rather than by technology,” he added.

“Customer and innovation - these are the two driving forces that will enable Acer to respond to the market challenges and deliver strong business results for our customers, partners, shareholders and employees,” Stan Shih, chairman and CEO of the Acer Group, told the audience in Dubai via a video link. “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,” he added.

Referring specifically to Acer’s new logo, Tien explained that the new identity sports a vivid green, representing life, growth, prosperity and resiliency; and reflecting Acer’s goal to deliver fresh technology to everyone, everywhere. The uniquely styled letter “e” and closely set italic type infer connectivity and accentuate Acer’s focus on providing innovative e-solutions to its customers. The distinctive lower case and rounded font represents Acer’s friendly accessibility and gives the impression of being in action.

Sultan Bin Sulayam, chairman of Jebel Ali Free Zone Authority, used the dinner to praise Acer’s commitment to the Middle East and to reiterate the Authority’s policy of only admitting the cream of businesses into the zone. Already there are almost 3000 companies in Jebel Ali, but this number would be much higher if the Authority stopped turning away companies that did not match the high standards that companies like Acer display, he explained.

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