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May 27, 2017

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Acer has new visual identity for Build Your Own Cloud

TAIPEI--Taiwanese computer maker Acer Inc. (宏碁股份) on Thursday unveiled a new visual identity for its Build Your Own Cloud (BYOC) business, as it moved to embrace new opportunities in the cloud technology era.

Acer said it has always been ready to take an unconventional route and the logo for its BYOC brand is another example of its "groundbreaking approach."

"Acer is continuing its decades-long tradition of challenging convention by completely redefining the meaning of the cloud for consumers and businesses," Acer Chairman Stan Shih (施振榮) said in an e-mailed statement.

"It is therefore highly appropriate that the new, powerful and distinctive visualization of BYOC conveys this message," said Shih, who will continue to oversee Acer's cloud business strategy after he steps down as chairman on June 18.

The BYOC logo was inspired by the ancient Chinese novel, Journey to the West, in which the main character Sun Wukong travels on a cloud, crossing thousands of miles in one leap, according to the company.

It said the stylized cloud on the BYOC logo represents more than technology as it also symbolizes Acer's heritage and desire to do things differently.

The BYOC service allows Acer users to wirelessly and simultaneously organize personal content, such as music, photos and files, across different Acer devices, including desktops, notebooks, tablets and smartphones.

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