00:00It wasn't until 1997 that the logo went through any major changes.
00:03By this point, the company was doing quite well and was becoming more popular outside of Asia.
00:09Because of this, they felt that their logo needed to reflect their growth and success.
00:13So they hired a new marketing agency and began working on a new identity system.
00:17This is what they came up with.
00:19They essentially took the four-letter concept and expanded on it.
00:22Each letter was now separated and the negative space in between them was filled in,
00:26creating a series of abstract shapes.
00:28The logo was set in a font called a neo-grotesque font released by Font Bureau in 1994.
00:34The text also had a slightly larger drop shadow underneath it to give it some depth.
00:38Some people really loved this design, calling it bold, unique, and unforgettable.
00:43While others felt that it was too busy and hard to read, overall though,
00:46it was a big improvement over the previous design and helped establish Asus as a strong international brand.
00:52In 2003, Asus became the know, one motherboard manufacturer in the world,
00:57and they decided to celebrate by giving their logo another makeover.
01:00They got rid of the shadows and rounded off all the corners, which resulted in a softer, more friendly-looking
01:06logo.
01:07Some people liked this design, calling it clean and modern.
01:10But others felt that it was too similar to the previous design, and did you ant really offer anything new?
01:15In 2007, Asus began expanding into consumer electronics such as smartphones, netbooks, and earphones.
01:21Their logo was used on all these products and their packaging, which meant that it needed to be simplified even
01:26further.
01:26They stripped away all the shapes and left only the letters remaining.
01:30The logo was set in a font called Proxima Nova, a neo-grotesque font released by Font Bureau in 2004.
01:36This was a huge departure from their previous designs, but it was necessary in order to scale down the logo
01:41without losing its impact.
01:43I actually really like this design, but I can see why some people might not.
01:46It is very basic and does unhave any of the unique characteristics that made their previous logos stand out.
