The logo, made up of text alone, in forest green, eliminates the diamond motif of Acer's previous symbol, which was blue with a red diamond. The design is intended to give a softer image to the company, which is now more focused on customers than on hardware, according to an Acer statement. It will also be more difficult to imitate than was the diamond-themed logo, the company said.
As the PC industry increasingly looks like a low-margin commodity-oriented business, Acer is attempting to become less a hardware manufacturer and more a technology company. The company has become a giant in designing and building processor chip sets under its own name and for system vendors including Dell and IBM. It recently has expanded its businesses to include mobile phones and Internet appliances.
Other diversification efforts have included the formation two years of a consortium for Internet security in Taiwan called HiTrust. Last year, Acer joined with US security company Verisign to expand HiTrust's business across Southeast Asia as HiTrust.com. Acer management restructured the company in December, separating its contract manufacturing and Acer-branded businesses. The Design & Manufacturing Services unit, in addition, is diversifying beyond PC design and manufacturing into Internet appliances, servers and communications and networking products. The Acer Branded Organisation will concentrate on selling products and services under the Acer name. The company is moving toward the provision of services, according to an Acer statement.
Acer's restructuring has been accompanied by a series of layoffs and closures of manufacturing facilities.