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BenQ Unveils an Exciting New Visual Identity

BenQ Unveils an Exciting New Visual Identity


Europe, June 20th 2003
BenQ announces a new global visual identity, the culmination of more than a year of brand development and research. The new visual identity reinforces BenQ’s emphasis on the concept of ‘Enjoyment Network,’ which focuses on enhancing the way people interact with their digital lifestyle devices, the way these devices work with one another, and ultimately, the way people relate their lives with each other.

The new visual identity is the most important visual transformation since the company’s change to the BenQ brand name in 2001.  Inspired by butterflies, the most recognizable difference to the visual identity occur in the creation of vivid butterfly wing patterns and the inclusion of natural living elements such as fluid organic shapes. The visual elements resemble the humanistic nature of BenQ, which is not only technology-centered, but also lifestyle enhancing.  

The new visual elements will be applied from marketing collaterals, to packaging, and more importantly, incorporated in our future product designs.

“We believe that visual identity is a subtle tool that thrives in today’s visual culture. It does not need language to communicate, so it is ideally suited to a society where most communication is done visually,” stated Jerry Wang, VP of Marketing at BenQ. “In this respect, we believe the new visual identity will deliver what the BenQ brand – which focuses on Enjoyment Matters – is all about.”

BenQ’s new visual language is managed by renowned Australian identity and design house, Cato Purnell Partners (  Cato Purnell Partners and their strategic view of design-by-thinking, has led to the creation of a “Broader Visual Language,” the concept, which ensures continuity of all the visual elements of a client’s business in order to build one strong identity.  Cato Purnell Partners’ expertise has also resulted in numerous international accolades.

“It’s always refreshing to work with a company where their branding efforts are as innovative and diverse as their product offerings,” commented Ken Cato, Chairman of Cato Purnell Partners.  “We believe this new look reveals the fun and colorful side of BenQ.”

BenQ’s new visual identity will be rolled out worldwide starting in June 2003.

About BenQ
BenQ is an industry leader in networking lifestyle devices with an expertise that encompasses display, storage, imaging, wireless and broadband areas.

BenQ has manufacturing plants in Malaysia, Mexico, China and Taiwan. The company has 13,000 employees worldwide, supporting a strong global sales marketing and service network spanning Asia-Pacific, Europe and the Americas. BenQ has research and development facilities in Taiwan (Hsinchu Lab), China (Suzhou Software Development Center) and California,USA (Wireless Technology Center), and has more than 2000 research and development employees in Suzhou, Taipei, Taoyuan, Hsinchu and San Diego. BenQ has amassed 1026 global patents. 2002 estimated revenues exceed US$3.2 billion dollars. For more information about BenQ, please visit our website at