Date: Thu, 15 Feb 96 14:50:11 GMT
From: kcoleman (Kevin Coleman)
To: Acorn-all
Subject: Changes to our branding

Dear Colleagues,

Sorry for the delay in issuing this - but it has been a rather 
busy week.

As part of a review of the company's activities we have been 
looking at the most effective use of branding within the
Acorn  Computer Group.

A few years ago we were looking to create new business
opportunities in new geographies and new market sectors.
The creation of ARM was a start and Online Media and ART
followed.  Each has been able to create its own identity
and opened new doors to us.

Now, following the creation of the Education JV with Apple,
we can focus the remaining divisions on new the opportunities
we have opened up and benefit from a combined strength.
This led the Board to reconsider our approach to and use of
branding.   

Firstly, we aim to follow a single main brand - Acorn.  The
focus of this will be the Acorn Group of which all the
divisions are a part.  We are focusing on what we actually
do today and as we are more of an information technology
group than a computer manufacturer, we will be dropping the
word Computer from our name.  

To reinforce the brand, we will make a few small but
significant changes to the names used by the operating
divisions.

Hence:

Acorn Computer Group      becomes  Acorn Group
Online Media              becomes  Acorn Online Media
Applied Risc Technologies becomes  Acorn Applied Technologies
and our new division      becomes  Acorn Network Computing

I have attached below the new information that is used in
the Acorn press releases.  This has been agreed by David Lee
and will be used in all future media communications.  From
early April, Acorn Education will become part of the new
joint venture and the Acorn Group will not use the name.
ARM remains as an Acorn Group investment and will not
change.

Regards, 

Kevin Coleman


.............


Acorn Group (58% owned by Olivetti Telemedia) is one of the
leading groups of high technology innovators and suppliers
and comprises four divisions: Acorn Education, Acorn Risc
Technologies, Acorn Network Computing, and Acorn Online
Media.  The Group also owns a 43% shareholding of Advanced
RISC Machines Ltd (ARM).

Acorn Education supplies leading information technology
solutions including hardware, software, services and
peripherals.  The divisions business and assets will be
transferred to the joint venture.

Acorn Risc Technologies designs and develops advanced
technology products based on the ARM microprocessor.  The
division will support existing RISC OS products for the
educational joint venture and develop products to support
the strategy for the migration to future technologies.

Acorn Online Media focuses on the sales and marketing of
products, services and licenses which exploit emerging world
standards in interactive multimedia, from Internet to
broadband digital interactive Television.

Acorn Network Computing was established in February 1996 to
develop designs for a range of network computing products.