Asus is a Taiwanese technology company that manufactures a host of devices, namely personal computers, mobile phones, laptops, tablets, routers, motherboards, gaming accessories, and hardware. This multinational computer hardware and electronics company has a rich history that is reflected in the evolution of its iconic logo.
Founded in 1989 by a group of hardware engineers from Acer, Asus has grown to become a leading global brand known for its innovative products and commitment to quality. The visual identity of this company in the form of its logo has only undergone two revisions since it was conceived in 1989. The article delves into the evolution of the Asus logo over the years.
The Genesis of the Asus Logo (1989–1995)
In its early years, Asus used a simple text-based logo featuring the company name in a bold geometric sans-serif typeface and capital letters. Designed in a light blue colour, the letter “A” of the brand name had its crossbar replaced by a swoosh. The swoosh, with a thick middle and pointed edges, underlined the brand name to appear universal and international. Just below the brand name, the tagline “Computer” was written in a light blue colour using a sans-serif typeface. Sporting italics and a title case, the tagline, along with the brand name above it, was set against a white background.
(1995-Present)
As Asus began to expand its product lines and gain recognition in the global market, the company introduced a more distinctive logo in 1995. The redesigned logo simplified the original logo by eliminating all details, such as the swoosh, and making the colour blue a shade darker. However, the letters, especially “A” and “S,” were connected, and the rest were touching each other. Further, a white line had cut through the upper area of the wordmark horizontally. This added sharpness to the whole logo.
(2022-Present)
The latest logo iteration is totally different than the ones discussed earlier. Here, the brand name was removed in favour of the letter “A” in thick black with rounded lines, which looked like two triangles of uneven sizes. This minimalist look of the logo, involving tightly fitted geometric shapes, conveyed the theme of microengineering represented by the company.
The Elements of the Asus Logo
Asus has developed a custom and unique typeface that is based on a modern sans-serif font. The typeface features thick, confident lines with a progressive, futuristic feel. The absence of the horizontal bar in the letter “A” and the white stripe cutting through the letters give the entire logotype a stylish, cutting-edge appearance.
The colour palette Asus has chosen for its visual identity—a combination of blue and white—is one of the most commonly used for brands in the technology and computer industries. This colour scheme conveys a sense of stability, expertise, and high quality while also suggesting safety and professionalism.
Finally
The Asus logo has evolved over the years, but the winged horse icon has remained a constant symbol of the company’s values and aspirations. From its humble beginnings as a motherboard manufacturer to its current status as a diversified technology giant, Asus has always strived to embody the wisdom, knowledge, and adventurous spirit of its mythological namesake.
With Asus continuing to push the boundaries of innovation and design, its iconic logo will undoubtedly remain a recognisable and respected symbol in the global technology landscape.