ASUS Logo
The ASUS logo uses 1 primary color. Its dominant color is Bokara Grey (#2D2926, closest Pantone Black C). ASUS operates in the Computer Hardware industry.
- Color family
- black
- Industry
- Computer Hardware
- Brand popularity
- Top 1% of indexed brands
- Website
- asus.com
Design analysis
The ASUS logo is a custom wordmark set in a heavily modified, geometric sans-serif italic. Each letter is constructed from straight segments and sharp angles rather than curves — the 'A' lacks a crossbar and opens at the apex, the 'S' is built from three angular strokes, and the 'U' terminates in squared-off verticals. This gives the mark a engineered, modular appearance that mirrors the company's hardware roots. The consistent slant (approximately 12–15 degrees) implies forward motion without resorting to a separate icon. At small sizes the open counters and absence of thin strokes preserve legibility, though the non-standard 'A' can momentarily read as a lambda or incomplete form to unfamiliar viewers. In the computer-hardware sector, where competitors like Dell, HP, and Lenovo use either upright wordmarks or symbol-plus-type combinations, the pure angled wordmark stands out as a single, ownable typographic gesture that reproduces cleanly on motherboard PCBs, laptop lids, and BIOS splash screens alike.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The measured #2D2926 (Bokara Grey) functions as a practical near-black. In an industry awash with electric blues, neon greens, and gradient 'AI' palettes, a single dark neutral signals precision manufacturing and serious engineering. It prints reliably on cardboard retail boxes, laser-etches cleanly on aluminium chassis, and maintains contrast on both light and dark backgrounds without requiring a secondary colour system.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the ASUS logo, regardless of color or industry.
Brand web palette
Colors ASUS uses across its website — the broader brand system around the logo.
About ASUS
ASUS, also known as ASUSTeK Computer Inc., is a multinational company founded in Taiwan in 1989, with its headquarters located in Taipei, Taiwan. It is known for producing computer hardware and electronics. ASUS started initially as a motherboard manufacturer and later expanded its product offerings to include laptops, desktop PCs, smartphones, tablets, servers, networking equipment, and various computer components. ASUS has established a strong presence worldwide, forming joint ventures and partnerships with Intel, Microsoft, Google, Nvidia, and AMD, among others. ASUS has emerged as a key player in the global technology market and has achieved significant market share in various product categories, including AI PC and motherboards, where it has been the leading motherboard manufacturer for over two decades. In the laptop market, ASUS has consistently ranked among the top five laptop vendors worldwide. It also enjoys a significant market share in the gaming laptop segment with its ROG (Republic of Gamers) brand. ASUS has made several significant achievements and strategic changes throughout its history. In recent years, it has actively expanded its product portfolio to cater to different customer segments. The company has made notable improvements in its smartphone offerings and has gained recognition for its ZenFone and ROG series. It has also ventured into the wearable technology market with its ASUS VivoWatch line of smartwatches. In terms of its current status, ASUS continues to innovate and diversify its product lineup in response to evolving market trends. It remains a global leader in computer hardware and has expanded its presence in emerging technologies such as artificial intelligence and the Internet of Things. ASUS actively engages in research and development and collaborates with industry partners to deliver cutting-edge products to its customers. The company's commitment to quality, innovation, and customer satisfaction positions it as a prominent bra
Questions about the ASUS logo
Has the ASUS logo changed much since the company was founded?
The core wordmark has remained visually consistent since the 1990s, with only minor optical refinements to spacing and vertex sharpness. No major redesign or symbol addition has been introduced for the master brand.
Is the ASUS logo a custom font or a modified commercial typeface?
It is a proprietary logotype drawn specifically for the brand; no commercial font matches its exact geometry. Internal brand guidelines treat it as artwork rather than a typeface, so it is not licensed for external use.
What color is the ASUS logo?
The dominant color of the ASUS logo is Bokara Grey (hex #2D2926). The closest Pantone match is Black C.
How many colors does the ASUS logo have?
The ASUS logo uses 1 primary color: #2D2926.
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The ASUS logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.