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Acer Inc. is a world famous Taiwanese electronics company founded in 1976 by Stan Shih with his wife and their partners. First opened in Xizhi, New Taipei City, the company started producing laptops, personal computers, smartphones and other electronic devices. Nowadays it has become one of the main hardware innovators and largest electronic producers throughout the world.
Its famous slogan “explore beyond limits” has truly spread their brand message.
Meaning and history
The Acer visual identity design has always been pretty laconic and minimalist. The first two versions of the logo were created when the company’s name was Multitech (until 1987), and after the rebranding, another three logo designs were introduced.
What is Acer?
Acer is the name of an electronic corporation from Taiwan, which was established in 1976, and by today has become one of the world’s leaders in the production of personal computers and accessories. Acer is also known as a manufacturer of virtual reality devices, gaming equipment, and servers.
1976 – 1983
The original logo for Multitech, designed in 1976, was a graphical representation of diversity and multitasking. The emblem, composed of seven black hexagons contained seven white icons in each, showing the possibilities of the company. The monochrome palette made the logo look strong and stood for professionalism and technological segment of the brand.
1983 – 1987
The redesign of 1983 switched the color palette of the logo to blue and white and completely changed the composition, making the new emblem formed up by a futuristic logotype and an enlarged geometric emblem above it. The wordmark was executed in a bold modern sans-serif typeface with some lines of the letters rounded, and some — square. As for the emblem, it was an abstract image resembling a heart, with its bottom line flat.
1987 – 2001
In 1987 the company gets a new name, Acer, and a new logo, which was available in two color variations — purple and burgundy and monochrome. The logo was composed of two parts — a large bold logotype in an italicized sans-serif typeface, and a geometric emblem, featuring an arrow-like shape on the left and a small rhombus on the right. This visual identity design stayed unchanged for almost 15 years.
2001 – 2011
The redesign of 2001 brought a simpler and neater version of the Acer logo. It was a solid green logotype in the lowercase, executed in a custom sans-serif typeface with rounded shapes and smooth lines of the letters. The detail, which made the whole inscription unique was the thin and elegant letter “E”, which had lighter and more sophisticated contours than the other letters.
2011 – Today
The Acer logo was redesigned again in 2011. The lowercase logotype gained both a new palette and style, by switching the typeface of the lowercase letters to a stricter and bolder ibex and the dark green shade to its light and bright versions the new typeface resembled the shapes of the letters in the previous logo version, but made them thicker and more rounded, though the mood and character of the emblem became stronger and progressive.
Colour selection
Green colour is a symbiosis of two colors – blue and yellow. On the one hand – boundless energy, and on the other – an overwhelming calm. Bright green logo represents freshness, harmony and originality of the company.
Font and color
The custom lowercase Acer logotype is set in a cool futuristic sans-serif font with the letters slightly slanted to the right and evoking a sense of motion and progress. The closest fonts to the one used in the Acer insignia are Atures 800 Italic and Snasm Book Italic.
As for the color palette of the Acer visual identity, it is set in a calm line shade, a very interesting and unusual color, which shows the uniqueness of the company and its progressive and innovative approach to everything.
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