Digi-Key Electronics, headquartered in Thief River Falls, Minnesota, USA, is recognized as both the leader and continuous innovator in the high service distribution of electronic components and automation products worldwide.
At the EDS Leadership Summit in Las Vegas, digikey introduced a new look for its brand system, which includes a revamped logo, revised color palette and typeface, tagline, shortened name, and improved brand voice.
DigiKey claimed that the new name gives it more current appeal and flexibility on digital platforms as it aims to emphasize progress and connections with suppliers and consumers. Additionally, it stands for a simplified business name.
"For 50 years, DigiKey's focus has centered on accelerating progress for every engineer, designer and builder," said Dave Doherty, president of DigiKey. "Our updated look and feel reflects that inspirational progress, our leadership position in the industry and our commitment to digital experiences and solutions that move goods and ideas forward."
"Our design work on DigiKey's brand refresh combined its legacy of success with the vision for future opportunities and growth," said Tim Cunningham, senior partner, brand strategy at Lippincott. "The new brand system supports the core business and creates paths for bolder moves within an innovative industry."