American Megatrends (AMI®), a global leader in powering, managing and securing the world's mission-critical connected digital infrastructure through its BIOS, BMC and security solutions, is pleased to announce its rebranding as "AMI", and the launch of a new visual identity to accompany this change.
Several recent developments led to this rebranding effort and today's announcement. First, in April 2019, AMI received a major investment from HGGC, a leading middle-market private equity firm based in Palo Alto, California. This investment, along with the selection of a 29-year AMI veteran as CEO to lead the company, fostered the development of a new strategic focus which included remaking the AMI identity to usher in the next phase of the company’s history.
The new AMI logo, wordmark and tagline
The goal of our rebranding efforts was simply to modernize the AMI logo, transitioning away from "American Megatrends" to "AMI". We took great care to leverage the brand equity and history of the iconic AMI Triangle and to preserve the corporate colors for an updated interpretation that moves AMI into the future.
The computing industry and supply chain is a truly global ecosystem, as well as a very different business environment since the founding of AMI in 1985. While we acknowledge that the "American" in American Megatrends will always be a part of our history, legacy and identity, at the same time we wish to clearly show the world that this is a reinvigorated company with a new spirit, mission and goals.
At the core of our rebranding effort as AMI is a new vision for how the company will conduct itself, along with new values and mission statement: ONE AMI. It describes how we strive to extend teamwork and collaboration beyond our company borders to produce the best results. As ONE AMI, our colleagues, partners and customers are all essential players on our team and have an equal share in our joint success.
The new tagline that accompanies our new logo reflects an expanded strategic focus for AMI. "Power" represents our Aptio® V UEFI BIOS Firmware and Utilities, used in a large proportion of computing systems worldwide. "Manage" represents our MegaRAC® BMC and Server Management Firmware and Software solutions, which enable comprehensive hyperscale remote management for datacenter, telco and cloud. Finally, "Secure" is represented by our deep commitment to platform security through innovations and technologies such as Secure Boot, Secure Firmware Signing and related products and services.
AMI Chief Executive Officer Sanjoy Maity offered his thoughts on the rebranding of AMI, saying that "The computer industry has evolved tremendously since AMI's founding in 1985, and so have we - at every step of our corporate journey. As such, this rebranding effort represents the next chapter in the AMI story, allowing us to introduce a unified, global brand constantly striving to be the company that powers, manages and secures the world's critical computing digital infrastructure."
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