Surviving the current economic downturn is no easy job for no one – companies are cutting on their marketing and branding costs and keeping their pockets tight hoping things will be better soon. However, there are also companies that understand that right now is the moment to act, to invest and to keep faithful to their brands. Micro Star International, a Taiwan-based leading manufacturer of computer hardware products and solutions, is among them. In fact, the Taiwanese company has recently released a new brand logo, sign of the company’s intention to transform from a manufacturing enterprise to a brand led business.

 The new logotype and signature features the Romanic brand name initials in italic lower case letters appearing right next to the Chinese brand names. The Chinese and international brand names are clearly given the same importance - Maybe a sign of the company will to go international? Also, the previous sharp edged star-like symbol has gone in order to give a more modern look and feel to the visual identity of the firm.

Indeed, the new logo wants to stand for a multicultural, stylish and innovative brand.

It’s the first time the brand logo has changed since the firm’s establishment in 1986. Clearly MSI has revised its position and want to emphasis the significance of the brand. “More importantly, the brand logo change actually signal our transformation from a research-based manufacturing enterprises to a brand-oriented one.” said Li Jinkai, General Manager of MSI China.

Changes and innovations are necessary to keep the pace with a changing market, especially under the circumstances of the present crisis. Naturally, a logo change by itself means nothing – what does mean a lot, instead, it is the capacity of the brand to understand opportunities and directions for future developments.