PPTEL unveils ‘irix’ as new corporate brand identity

Siddle (fourth left), Dr Smith (fifth left), and others during the panel discussion of irix held at BCCK here today (Aug 2, 2022).

By Ashley Sim

KUCHING, Aug 2: PP Telecommunication Sdn Bhd (PPTEL) today has unveiled its new corporate brand identity, ‘irix’, to align with the transformation that is being undertaken across the organisation.

The new brand identity embodies the renewed sense of purpose, energy, and enthusiasm of all its employees, indicating a company on the move, it said.

According to its chief executive officer (CEO) Dr Jonathan Smith, irix was conceived with the vision that what they are doing today is linking Sarawak to the world.

“The world we live in today is virtually borderless. The metaverse of technology, artificial intelligence, and virtual reality, that was once talked about as a fantasy, is now a reality.

“irix will play a big role in helping Sarawakians and Borneo keep in step with the world,” he said today at the Borneo Convention Centre Kuching (BCCK) here.

The timing of the rebranding, as per Dr Smith, is one of several steps that irix is taking to ensure the success of its international connectivity construction project.

He stated that the rebranding will include all of irix’s offerings, such as its submarine and terrestrial cable networks, Tier IV data centres, Internet Exchange (IX), and services such as IP Transit, Dedicated Internet Access (DIA), and International Private Leased Circuit (IPLC).

Furthermore, this rebranding will help to consolidate its communications with the public and customers, facilitating its positioning as a global connectivity enabler for Sarawak and Borneo.

Meanwhile, when discussing the details of irix’s rebranding exercise, its chief marketing officer (CMO) Dominick Siddle revealed that the new logo incorporates three important aspects of the brand’s vision: Iris, Green, and Blue.

In Greek mythology, it is the name of the ‘Goddess of Communication’. It is the crux of an eye in both common and biological terms. irix, as such, symbolises the company’s future vision.

Further explaining the colours used, green represents irix’s commitment to being as environmentally friendly as possible.

The irix Data Centre in Santubong is a Tier IV data centre with a Power Utilisation Efficiency rating of less than 1.3.

This qualifies it as a Green Data Centre, and it is one of the region’s most energy efficient data centres.

In addition, the blue in the irix logo represents the company’s subsea cable Batam Sarawak Internet Cable System (BaSICS), which is crucial in connecting Sarawak and Borneo to the rest of the world.

“irix is a vision; a vision of and for the future. As Sarawak has bold plans to digitise its economy, fundamentals are necessary in making those plans a reality.

“irix will facilitate that as well as being the gateway to Borneo,” Siddle noted. — DayakDaily