The new identity, which features the initials ‘PB’ as well as Packard Bell’s full name, aims to help the computer company drive the branding towards the acronym PB over time. It has ditched purple for red, and now carries the tagline ‘Puredesire’.
The ‘red’ in the middle of the word is picked out in the colour red, which is intended to communicate ‘passion and desire, as these are the driving elements behind the new brand and the new products’, according to a Packard Bell spokeswoman.
The identity and branding was designed by an as yet unnamed Italian design consultancy.
The Acer-owned computer company relaunched in London yesterday, when it also presented the Pininfarina-designed Easynote TR series of notebooks.
The Easynote TR range has a 15.6-inch widescreen and is available from July in black and blue versions.