Altron overhauls brand identity - TechCentral

Altron overhauls brand identity


JSE-listed Altron, fresh from buying out minority shareholders in subsidiary Altech and delisting it from the stock exchange, has radically overhauled its corporate identity.

The move comes after Altron, which was founded in 1965 by telecommunications engineer Bill Venter, reorganised itself into two businesses: Altron TMT, which houses the Altech and Bytes businesses, and Altron Power, which consists of subsidiary Powertech.

“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,” Altron says in a statement.

“The identity better reflects the group’s corporate brand and more accordingly reflects its strategy following the reorganisation. It 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 statement says.

“The identity is also inspired by Altron’s fundamental shift from being an investment holding company, to an operating company. 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,” says CEO Robbie Venter.

The arrows, which form an “A”, cross over, with one arrow representing the holding company and the other arrow representing the subsidiaries.

Out with the old...

Out with the old…

“The new Altron identity and structure provides clarity and focus, makes portfolio navigation simpler, and creates opportunities to leverage existing brand strength and to share equity,” says Venter.

It’s the first time Altron has changed its logo in 30 years. The new logo was developed in collaboration with InterbrandSampsonDeVilliers.  — (c) 2014 NewsCentral Media

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