JSE-listed Altron today unveiled a new brand looking to bring the company under a single identity, making it easy for customers to do business with the company.

This is one of the initiatives group CEO, Mteto Nyati, has implemented in order to turn around the fortunes of the company.

Since his appointment last year, Nyati announced a raft of measures resulting in the streamlining and simplification of Altron's corporate and executive structures, which was followed by a full review of the company's core businesses.

The company implemented a turnaround strategy which has so far paid off, with Altron selling some of its non-core business assets as well as making some acquisitions.

Altron's subsidiaries include Bytes Technology Group, Altech Netstar, and CBI Telecom among others.

"Our new brand brings with it a new culture of how we do business," said Nyati. "Part of this is our renewed commitment to being a partner to our customers throughout their digital transformation journeys, and we want our customers to experience us as trusted advisors," he added.

"We believe in doing good business while doing good," Nyati added. "The projects that we undertake with our customers are both intentional and transformational. Our choices are informed by the brand purpose of delivering innovation that matters," Nyati concluded.

"Through our single brand identity, we are removing the complexity experienced when engaging with the various businesses within the group. A single brand will improve the customer experience, providing them with a seamless process when procuring our end-to-end holistic solutions," says Zipporah Maubane, Altron group executive of marketing and investor relations.

"With this new brand, we are building on our heritage. With the way that the T plays out in the logo, we are putting stronger emphasis on technology since we have evolved into an ICT focused company. It is simple, stands strong, and is easily recognisable and modern without any logo device. Above all, we are putting our people first. At Altron, we attract, retain, recognise and reward talent," she adds.