Athorpe

1989-1990
The company was founded in 1988, however they did not have an official logo until they started manufacturing rebadged education and business-oriented PCs under licence from Dell and IBM in 1989.

1990-1994
When the company started to build their own PCs in 1990. Their logo had changed.

1994-1995
At CES 1994, as part of a total global expansion, Tsuchida Kyodai rebranded to Athorpe. This logo was short-lived and only lasted a year.

1995-2006
In January 1995, Athorpe cleaned up its logo. The computer is now thinner and given a smiley face and the wordmark is slimmer and in italic. The white outlines were also removed. This was one of the most well-known logos in Athorpe's history. The "Benny the Paper" mascot was introduced in September 2000.

2006-2011
From June 2005, Athorpe ditched the "Benny" mascot for an entirely new brand image. A new typeface was introduced along with a simpler design language.

However, it was not until June 20, 2006 when Athorpe dropped its yellow and blue colours in favour of a new logo. The slogan is now "The Creative". The text became lowercase and is now based on an altered version of Avenir. The colours were switched to lime green and orange.

The new logo however, was infamously known for having a frown on its logo.

2011-2012
On November 2011, the lime green colour was dropped in favour of simply orange. This logo was short-lived.

2012-present
Shortly after on November 2012, the orange colour was dropped entirely in favour of a new colour scheme consisting of pink and purple. The Athorpe logo was updated to include the new colour scheme. This rebrand was criticized among many as it made Athorpe look too much like a women's brand despite being an consumer electronics brand. Also, a revamped visual identity was introduced in hopes of making the company look more playful.