{"id":1090,"date":"2020-01-15T00:00:00","date_gmt":"2020-01-15T05:00:00","guid":{"rendered":"https:\/\/ami2025dev.wpenginepowered.com\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/"},"modified":"2026-01-12T14:18:39","modified_gmt":"2026-01-12T14:18:39","slug":"american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity","status":"publish","type":"project","link":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/","title":{"rendered":"American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity"},"content":{"rendered":"<p><strong>NORCROSS, GEORGIA: <\/strong>American Megatrends (AMI\u00ae), a global leader in powering, managing and securing the world\u2019s mission-critical connected digital infrastructure through its BIOS, BMC and security solutions, is pleased to announce its rebranding as \u201cAMI\u201d, and the launch of a new visual identity to accompany this change.<\/p>\n<p>Several recent developments led to this rebranding effort and today\u2019s announcement. First, in April 2019, AMI received a major investment from HGGC, a leading middle-market private equity firm based in Palo Alto, California. This investment, along with the selection of a 29-year AMI veteran as CEO to lead the company, fostered the development of a new strategic focus which included remaking the AMI identity to usher in the next phase of the company\u2019s history.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/wp-content\/uploads\/2021\/12\/ami-logo.svg\" alt=\"AMI Logo\" width=\"400\" height=\"78\" \/><\/p>\n<p><em>The new AMI logo, wordmark and tagline<\/em><\/p>\n<h3>About the New AMI Visual Identity<\/h3>\n<p>The goal of our rebranding efforts was simply to modernize the AMI logo, transitioning away from \u201cAmerican Megatrends\u201d to \u201cAMI\u201d. We took great care to leverage the brand equity and history of the iconic AMI Triangle and to preserve the corporate colors for an updated interpretation that moves AMI into the future.<\/p>\n<h3>From American Megatrends to AMI<\/h3>\n<p>The computing industry and supply chain is a truly global ecosystem, as well as a very different business environment since the founding of AMI in 1985. While we acknowledge that the \u201cAmerican\u201d in American Megatrends will always be a part of our history, legacy and identity, at the same time we wish to clearly show the world that this is a reinvigorated company with a new spirit, mission and goals.<\/p>\n<h3>ONE AMI<\/h3>\n<p>At the core of our rebranding effort as AMI is a new vision for how the company will conduct itself, along with new values and mission statement: ONE AMI. It describes how we strive to extend teamwork and collaboration beyond our company borders to produce the best results. As ONE AMI, our colleagues, partners and customers are all essential players on our team and have an equal share in our joint success.<\/p>\n<h3>The New AMI Tagline: Power \/ Manage \/ Secure<\/h3>\n<p>The new tagline that accompanies our new logo reflects an expanded strategic focus for AMI. \u201cPower\u201d represents our Aptio\u00ae V UEFI BIOS Firmware and Utilities, used in a large proportion of computing systems worldwide. \u201cManage\u201d represents our MegaRAC\u00ae BMC and Server Management Firmware and Software solutions, which enable comprehensive hyperscale remote management for datacenter, telco and cloud. Finally, \u201cSecure\u201d is represented by our deep commitment to platform security through innovations and technologies such as Secure Boot, Secure Firmware Signing and related products and services.<\/p>\n<p>AMI Chief Executive Officer Sanjoy Maity offered his thoughts on the rebranding of AMI, saying that \u201cThe computer industry has evolved tremendously since AMI\u2019s founding in 1985, and so have we \u2013 at every step of our corporate journey. As such, this rebranding effort represents the next chapter in the AMI story, allowing us to introduce a unified, global brand constantly striving to be <u>the<\/u> company that powers, manages and secures the world\u2019s critical computing digital infrastructure.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>NORCROSS, GEORGIA: American Megatrends (AMI\u00ae), a global leader in powering, managing and securing the world\u2019s mission-critical connected digital infrastructure through its BIOS, BMC and security solutions, is pleased to announce its rebranding as \u201cAMI\u201d, and the launch of a new visual identity to accompany this change. Several recent developments led to this rebranding effort and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1093,"comment_status":"open","ping_status":"open","template":"","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"project_category":[1500],"project_tag":[1729,1571,1818,1819,1678,1820],"class_list":["post-1090","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-news","project_tag-american-megatrends","project_tag-ami","project_tag-ami-2-0","project_tag-one-ami","project_tag-press-release","project_tag-rebranding","topics-about-ami"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity - AMI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity\" \/>\n<meta property=\"og:description\" content=\"NORCROSS, GEORGIA: American Megatrends (AMI\u00ae), a global leader in powering, managing and securing the world\u2019s mission-critical connected digital infrastructure through its BIOS, BMC and security solutions, is pleased to announce its rebranding as \u201cAMI\u201d, and the launch of a new visual identity to accompany this change. Several recent developments led to this rebranding effort and [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/\" \/>\n<meta property=\"og:site_name\" content=\"AMI\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/TheWorldRunsonAMI#\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-12T14:18:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ami.com\/wp-content\/uploads\/2021\/07\/from-ami-newsroom_1200x630_2021-01-20.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@AMI_PR\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/\",\"url\":\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/\",\"name\":\"American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity - AMI\",\"isPartOf\":{\"@id\":\"https:\/\/www.ami.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.ami.com\/wp-content\/uploads\/2021\/07\/from-ami-newsroom_1200x630_2021-01-20.png\",\"datePublished\":\"2020-01-15T05:00:00+00:00\",\"dateModified\":\"2026-01-12T14:18:39+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#primaryimage\",\"url\":\"https:\/\/www.ami.com\/wp-content\/uploads\/2021\/07\/from-ami-newsroom_1200x630_2021-01-20.png\",\"contentUrl\":\"https:\/\/www.ami.com\/wp-content\/uploads\/2021\/07\/from-ami-newsroom_1200x630_2021-01-20.png\",\"width\":1200,\"height\":630},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.ami.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Resources\",\"item\":\"https:\/\/www.ami.com\/project\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.ami.com\/#website\",\"url\":\"https:\/\/www.ami.com\/\",\"name\":\"AMI\",\"description\":\"Trusted Leader in UEFI, BMC &amp; Open-Source Firmware\",\"publisher\":{\"@id\":\"https:\/\/www.ami.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.ami.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.ami.com\/#organization\",\"name\":\"AMI\",\"url\":\"https:\/\/www.ami.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.ami.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.ami.com\/wp-content\/uploads\/2025\/09\/cropped-AMI-Favicon.png\",\"contentUrl\":\"https:\/\/www.ami.com\/wp-content\/uploads\/2025\/09\/cropped-AMI-Favicon.png\",\"width\":512,\"height\":512,\"caption\":\"AMI\"},\"image\":{\"@id\":\"https:\/\/www.ami.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/TheWorldRunsonAMI#\",\"https:\/\/x.com\/AMI_PR\",\"https:\/\/www.linkedin.com\/company\/ami\",\"https:\/\/www.youtube.com\/c\/AMI_PR\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity - AMI","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/","og_locale":"en_US","og_type":"article","og_title":"American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity","og_description":"NORCROSS, GEORGIA: American Megatrends (AMI\u00ae), a global leader in powering, managing and securing the world\u2019s mission-critical connected digital infrastructure through its BIOS, BMC and security solutions, is pleased to announce its rebranding as \u201cAMI\u201d, and the launch of a new visual identity to accompany this change. Several recent developments led to this rebranding effort and [&hellip;]","og_url":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/","og_site_name":"AMI","article_publisher":"https:\/\/www.facebook.com\/TheWorldRunsonAMI#","article_modified_time":"2026-01-12T14:18:39+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.ami.com\/wp-content\/uploads\/2021\/07\/from-ami-newsroom_1200x630_2021-01-20.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@AMI_PR","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/","url":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/","name":"American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity - AMI","isPartOf":{"@id":"https:\/\/www.ami.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#primaryimage"},"image":{"@id":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#primaryimage"},"thumbnailUrl":"https:\/\/www.ami.com\/wp-content\/uploads\/2021\/07\/from-ami-newsroom_1200x630_2021-01-20.png","datePublished":"2020-01-15T05:00:00+00:00","dateModified":"2026-01-12T14:18:39+00:00","breadcrumb":{"@id":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#primaryimage","url":"https:\/\/www.ami.com\/wp-content\/uploads\/2021\/07\/from-ami-newsroom_1200x630_2021-01-20.png","contentUrl":"https:\/\/www.ami.com\/wp-content\/uploads\/2021\/07\/from-ami-newsroom_1200x630_2021-01-20.png","width":1200,"height":630},{"@type":"BreadcrumbList","@id":"https:\/\/www.ami.com\/resource\/american-megatrends-announces-rebranding-to-ami-launch-of-new-brand-identity\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.ami.com\/"},{"@type":"ListItem","position":2,"name":"Resources","item":"https:\/\/www.ami.com\/project\/"},{"@type":"ListItem","position":3,"name":"American Megatrends Announces Rebranding to AMI, Launch of New Brand Identity"}]},{"@type":"WebSite","@id":"https:\/\/www.ami.com\/#website","url":"https:\/\/www.ami.com\/","name":"AMI","description":"Trusted Leader in UEFI, BMC &amp; Open-Source Firmware","publisher":{"@id":"https:\/\/www.ami.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ami.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.ami.com\/#organization","name":"AMI","url":"https:\/\/www.ami.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.ami.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.ami.com\/wp-content\/uploads\/2025\/09\/cropped-AMI-Favicon.png","contentUrl":"https:\/\/www.ami.com\/wp-content\/uploads\/2025\/09\/cropped-AMI-Favicon.png","width":512,"height":512,"caption":"AMI"},"image":{"@id":"https:\/\/www.ami.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/TheWorldRunsonAMI#","https:\/\/x.com\/AMI_PR","https:\/\/www.linkedin.com\/company\/ami","https:\/\/www.youtube.com\/c\/AMI_PR"]}]}},"_links":{"self":[{"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/project\/1090","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/comments?post=1090"}],"version-history":[{"count":0,"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/project\/1090\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/media\/1093"}],"wp:attachment":[{"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/media?parent=1090"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/project_category?post=1090"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/www.ami.com\/wp-json\/wp\/v2\/project_tag?post=1090"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}