The new logo, designed by Tokyo-based Praxcis Inc., features softly formed letters with crisp edges. These design changes are meant to indicate the company's direct involvement with entertainment and its fluid use of thinking and creativity.
The new corporate color, known as "Bordeaux Red," is a symbol of key words in the Pioneer philosophy, such as "challenge," "innovation" and "passion." Pioneer plans to spend $20.7 million during the next two years on introducing the logo.
At the same time it unveiled the new logo, Pioneer also revealed on August 24 "Vision 2005," a new corporate business plan. Pioneer was founded with the motto "To Present High Quality Sound to The World." Pioneer will continue this mission to share thrilling experiences in sight and sound with as many people as possible.
Pioneer said its priority is to be the leading company in the Digital Video Disc business. Pioneer has also dedicated itself to developing the next generation of display devices, such as Plasma Display and Organic Electroluminescent Display. Plasma display panels will be launched in the U.S., European and Asian markets this autumn with the new Pioneer logo.
As a further extension of its commitment to the future of a fully-networked society, Pioneer is also expanding its business into digital satellite broadcasting and other communications technologies.
Copyright August 1998, Crain Communications Inc.