Fujitsu Siemens Computers has announced it is to "raise the bar" with its new end-to-end design concept for its hardware.

The company says it has decided to integrate the design process in all its production phases with the exterior as well as the interior becoming a design issue.

"Design is not just a fad for us, but a long-term strategic investment in the brand", said Barbara Schaedler, chief marketing officer.

Fujitsu Siemens is claiming to be is the first computer manufacturer in Europe to define a uniform design language for all product lines.

The manufacturer is to launch three product lines in the new design, with Amilo the brand for the consumer products in high-contrast black and white.

FSC says the models, "in a bright and shiny white surface with straight black separating lines, look good wherever you are".

SCENICVIEW, ESPRIMO Mobile, ESPRIMO and CELSIUS (available as of Summer 2008) are for business environments. Clad in anthracite, these devices are said to "radiate reliability, security and robustness".

PRIMERGY (available as of Q1 2009) is the name assigned to "all the powerhouses that bring the best out of every data center".

FSC says these grey-black servers "do not just look strong, they really are, ensuring security and high-availability, safeguarding the data".