South Africa’s Allied Electronics (Altron) has launched a new corporate identity following its reorganisation into two divisions, including a new logo.
The Johannesburg Stock Exchange (JSE)-listed company, which bought majority shares in Altech in August last year, causing the subsidiary’s stock price to soar, has redesigned its image for the first time in 30 years.
Ahead of the launch, the company split its subsidiaries into Altron TMT (Telecommunications, multimedia and Information Technology), home to Altech and Bytes, and Altron Power, made up of 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,” the company said 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.”
“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,” said Robert Venter, chief executive officer (CEO) of Altron.
The new logo is made up of two crossing arrows that create the letter “A”. According to Altron the arrows represent the holding company and its subsidiaries, as well as synergy and unity.
“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,” said Venter.