Acer is a consumer electronics brand with more than 40 years of history. The company met serious challenges when the public's perception of the brand became overwhelmingly linked to entry and mass-market, as opposed to high quality, premium products.
While our founding members were employed at Acer, we undertook the challenge to reinvent Acer's brand identity to bring out a more premium side of the brand, while continuing to embrace the company's approachable and friendly nature.
We did this by greatly simplifying the overall visual system, and in the process consolidated more than ten brand guidelines into one master brand book. We defined a stronger, more clear tone of voice and focused heavily on reinventing the communications to infuse more of the brand's master green color, helping it stand out amongst key competitors Dell, HP, Lenovo, and ASUS.
Brand Strategy — Visual Identity — Brand Guidelines — Print Collateral
Brand Strategy — Visual Identity — Web & Interactive