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New Altron, new identity

Altron's new logo. Altron's new logo.

Allied Electronics Corporation Limited (Altron) has launched a new corporate identity following its recent reorganisation into two divisions, namely Altron TMT (Telecommunications,

Multi-media and Information Technology,) which houses the Altech and Bytes businesses; and Altron Power which consists of Powertech.

The new high-technology identity displays lines of clean blues, grey and new accents of red in the palette that will roll out nationwide beginning January 2014; celebrating the company’s 48-year history.

The identity better reflects the group’s corporate brand and signifies its growth and transformation and 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. Our focus is to drive synergies within the organisation for cross-portfolio selling and to leverage the valuable equity of existing brands. 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,” said Robert Venter Chief Executive of Altron.

“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,” said Venter. “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.”

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