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BRANDING NEWS: Logica telecoms re-emerges as Acision | B2B Marketing

The telecommunications arm of LogicaCMG which was bought out by a consortium in June, has relaunched under the name Acision.

The rebranded organisation has emerged from the £265 million acquisition, made by a consortium including private equity buyer Atlantic Bridge Ventures, as the market leader in the handling of mobile data services with over 50 per cent of global messaging traffic generated through its platforms.

It has revealed a new logo which builds on elements of LogicaCMG’s by retaining the original yellow and black elements, but adding red and white to transform the design and make clear to its customers that it is a new entity. In addition to the new logo, Acision has a new website and even new offices.

Jayne Chace, CMO at Acision, explains how the new name was chosen. “The name Acision (rhyming with de-cision and pre-cision) was one that CMG, prior to being bought by Logica, had thought about using. We came back to this one because it is short, easy to pronounce and has no nasty or rude connotations in any of the 135 countries where we do business. In listings, it comes near the top of the alphabet, which is often important.”

The launch of the new brand took place on June 19, and the creative work was designed by an independent creative, Paul Carroll. 3Sixty designed the new website.

Acision has more than 300 clients including network operators, service providers, broadband operators and content owners, serving more than one billion customers. LogicaCMG’s core business providing IT solutions to companies worldwide remains operative.


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