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Action MultiMedia is updating its corporate identity to one more in keeping with its current business. The old name no longer represents the diversity and complexity of the information solutions and technologies that it manages and delivers. The new name and identity was created following extensive market research and consultation.

The new Amatica name and identity will take over from Action MultiMedia during November. Amatica will then become the trading name of Action MultiMedia Limited before the old name is phased out entirely.

David Roberts, Amatica's director of strategy said "The Action MultiMedia name has particularly strong recognition within the health and government sectors and obviously with customers. Linking the new identity with this important legacy has been one of the greatest challenges. We believe that the Amatica name and identity successfully retains these links."

More importantly in David's view is that the old name has become too closely associated with the production of multimedia CD-ROMs, 'brochureware' websites and the electronic creative arts. He says "Although these form an important skillbase within Amatica, they are a minority and the company needs to communicate the strength of business analysis and development as well as the network and technology management skills used on behalf of its customers."

© Amatica 19/11/2003