JSE-listed technology group Altron – home to Altech, Bytes, Powertech – revealed a new brand identity.
A new logo and new brand identity, developed in collaboration with Sandton-based InterbrandSampsonDeVilliers, was revealed on Wednesday.
The new high-technology identity features lines of clean blues, grey and new accents of red in the palette that will roll out nationwide beginning January 2014. The identity is also inspired by Altron’s fundamental shift from being an investment holding company, to an operating company.
Altron says the identity clearly signifies its growth and transformation, and celebrates its traditional culture of technology and innovation established over many years of the company’s 48-year history.
The new logo, evocative of shooting arrows and symbol of ‘A’ in appearance, is a vibrant new take on Altron’s prior logo, which has represented the company for nearly 30 years. The arrows cross over, with one arrow representing the holding company and the other arrow representing the subsidiaries, as well as synergy and unity.
“This change marks a new chapter for our group and represents a fantastic opportunity to embrace our brand proposition “United we grow”, which has become our way of doing things in the Altron group,” says Robert Venter, Altron’s CEO.
“We’ve retained the exciting visual elements that reflect our heritage, but have emphasised our objective to unify and signal growth both internally and externally. Our focus is to drive synergies within the organisation for cross-portfolio selling and to leverage the valuable equity of existing brands,” says Venter.
“We are proud to be ahead of the curve in a rapidly evolving industry, and our new identity will now illustrate how far Altron has come in its history, covering nearly five decades and where we are heading in the future.”
This piece was lifted from Tech Financials