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Altron set to rebrand

Altron CEO Robert Venter

Altron CEO Robert Venter

Photo by Duane Daws

15th January 2014

By: Natasha Odendaal

Creamer Media Senior Deputy Editor

  

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As Allied Electronics (Altron) settles into its new identity after its R1.8-billion takeover of subsidiary company Allied Technologies (Altech) last year, the company has moved to rebrand.

The launch of a new corporate identity, which started this month, followed the subsidiary’s subsequent reorganisation into two divisions – Altron Telecommunications, Multimedia and Information Technology, which housed the Altech and Bytes businesses, and Altron Power, which absorbed Powertech.

The group, which also planned to shed its noncore 8.6% stake in Liquid Telecommunications, had adopted a new “high technology” identity, featuring lines of clean blues, grey and new accents of red in the palette to better reflected the group’s corporate brand and strategy.

“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 identity is also inspired by Altron’s fundamental shift from being an investment holding company, to an operating company,” Altron CEO Robert Venter said in a statement.

He noted that embracing the new “united we grow” concept was meant to drive synergies within the organisation for cross-portfolio selling and leverage the valuable equity of existing brands, marking a “new chapter” for the group.

“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,” he added.

Altron said the rebranding project was developed in conjunction with Sandton-based global brand consultancy Interbrand Sampson De Villiers.

Edited by Chanel de Bruyn
Creamer Media Online Managing Editor

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