E Ink Holdings is going through a corporate rebranding right now, today it announced its new logo.

The corporate signature is a stylized design of the E Ink name and incorporates duality as its theme. The drop of ink on the top right of the “E” represents what writing means to cultural heritage. The connection of the ink drop to the “E” represents the merging of traditional printed text with electronic media.

The new E Ink logo design emphasizes the cultural legacy passed on by technology. E Ink embraces technological advances while respecting human life, human culture and human nature.

Is it just my screen, or do the colors look weaker than they could be? The red seems to be fairly pink, and the black is somewhat gray. The colors should be vibrant. A weak color in this logo symbolizes a weak resolve.