ASM International N.V. is a Dutch semiconductor equipment company headquartered in Almere, the Netherlands, founded in 1968 as Advanced Semiconductor Materials.[1] The company supplies wafer-processing equipment used in semiconductor manufacturing.[2]
Design and History
In April 2023, ASM introduced its first major brand refresh in the company’s history.[3] The updated logo was described by the company as “simpler, cleaner, and at home in the digital world.”[3] The new identity was developed in partnership with the Amsterdam-based design agency DartDesign.[2][4]
The 2023 refresh included an updated website, a new visual style, and a new tagline, “Ahead of what’s next.”[3] The company stated the new identity was “deeply inspired by and respectful of our rich heritage” while being a “bold, future-facing makeover.”[3]
Meaning and Symbolism
ASM’s new brand colors feature purple as the primary accent, with sand chosen “as a nod to silicon, a key element in the creation of semiconductors.”[3] The company also noted that its visual design system is “derived from the angles of our crystal-shaped logo,” which connects all ASM communications.[3]
Typography and Design
ASM described the new typography as “clear and vibrant” with a “playful, contemporary look.”[3] The company emphasized that all brand elements work together to create an “instantly familiar style” for global recognition.[3]
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