When Acer was founded, it used the Multitech brand for more than ten years. In 1987, Shi Zhenrong, chairman of Acer Group, stood out from the crowd and believed that the company should modify its outdated brand name in order to meet different missions and tasks in the long-term development. Shi Zhenrong decided to abandon the brand "Multitech" worth 20 million US dollars. He found that the letters of the name were too long and difficult to remember, and it was easy to duplicate trademarks with other high-tech companies, so he decided to redesign the new brand and vowed to This brand is established as a world-renowned brand. In the first change, the left half of the trademark is an "arrow" symbol, representing momentum and speed, and the right half is a shining diamond, representing solidity and value. This trademark has been used for 13 years.

In order to get rid of the image of computer hardware being rigid, Acer Computer's 13-year-old enterprise identification system was officially changed to acer on March 8, 2001, in which the uppercase A in English letters was changed to lowercase English letters. a, e use streamlined graphic fonts to create a new image of Acer in the Internet era. Because the Acer trademark mostly gives the impression of angular hardware to the outside world, in order to conform to the new image of the Internet era, it was decided to change it to a streamlined image font to create a new kingdom in the Internet era. The name Acer was selected from more than 40,000 names using a computer. Acer is derived from the Latin word, which represents bright, lively, insightful, keen and energetic, and Acer also comes from ACE (ace). The root of the word represents an extremely outstanding person, and these qualities are what Acer pursues.