When Taiwan Acer was founded, it used the Multitech brand for more than ten years. Shi Zhenrong, chairman of Acer Group, found that the name was 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 build this brand into a world-renowned brand. In 1987, Shi Zhenrong decided to abandon Multitech, a brand worth 20 million US dollars, against all opinions and believed that the company should change its outdated name in order to meet different missions and tasks in the long-term development.
Acer uses computers to screen out more than 40,000 names. Acer is derived from the Latin word, which means "active, keen, capable, sharp, strong, and dexterous". It represents bright, lively, insightful, sharp and energetic. It is short and loud, with no negative associations. In line with Acer's corporate culture, it shows that in the ever-changing computer industry, Acer grasps market trends "sharply and sharply" and "proactively" provides consumers with the freshest products. In addition, Acer also comes from the root of ACE (ace), which implies the meaning of "king", represents an excellent person, and conveys Acer's belief in pursuing world-class quality and credibility. On the other hand, Acer has low similarity and is convenient for brand promotion; it is easy to remember and can capture the audience in the moment of advertisement, which is more conducive to communication. Moreover, in various exhibitions, materials and indexes, as long as the manufacturer names are sorted alphabetically, Acer often ranks first, which has the effect of giving a glimpse. The left half of Acer's trademark is an "arrow" symbol, which represents momentum and speed. The right half is a shining diamond, which represents solidity and value, and has the meaning of "long-lasting, noble and high-quality". The bow-shaped arrows and rhombus-shaped diamonds represent Acer's new image as it enters its second entrepreneurial phase - innovation and high technology, and coincides with the values ??it originally emphasized.
Because the Acer trademark gives the outside world the impression of angular hardware, in order to get rid of the rigid image of computer hardware and conform to the new image of the Internet age, so that Acer can create a new kingdom in the Internet age, Acer The logo decided to change to a streamlined image font. The corporate identity system used by Acer Computers for 13 years was officially changed to acer on March 8, 2001. The uppercase A and R in English letters were changed to lowercase a and r in English, and a streamlined image font was used for e.
On April 11, 2011, Acer Group updated its corporate trademark again, partially revising the lines of the original trademark to make it more rounded and youthful, and switching from dark green to a vibrant light green font. . In CCTV International's "Dialogue" on May 12, 2003, Shi Zhenrong said: If you look at Acer (qí), it should actually be pronounced "chess". It is a very big and magnificent game of chess. Therefore, running this business is like playing a chess game with no boundaries. It is not nineteen times nineteen, but a chess game with no boundaries. After I retired, I continued to play my chess game, the chess game of life.
(2012-07-18T00:16), the words "Acer Qi" can be seen in nine places in the "Privacy Policy" of Acer's website.
(2012-08-31) The official ACER service phone number (the part that is not manually answered) still reads the Chinese pronunciation of ACER as Acer.
English pronunciation: ACER