Tech Data has a brand new identity

Tech Data was founded by Steve Raymund 43 years ago in Clearwater, Fla. In that time, not much has changed in the company’s blue and white image.

But with the changing landscape of the marketplace with desktop, cloud and data centre, the distributor has decided to spruce up its look with a new brand identity intended to highlight Tech Data’s expanded reach and capabilities.

The logo will not change much, but Tech Data’s colour palette and graphic devices has. The new brand is intended to update and incorporate the company’s technology solutions as a modern, global brand.

Tech Data Chairman and CEO Bob Dutkowsky said with deeper focus on data centre, next generation computing and logistics engine for the Americas, Europe and AsiaPac Tech Data has become a company that can deliver business outcomes and it’s powerful.

Also the recently closed deal with Avnet and a new Canadian management team in place has established a single global brand for the company. The company is positioning itself as a unified brand in all of its markets throughout the world.

With that Tech Data has grouped its offerings into two primary solutions portfolios under the Tech Data brand:

  • Tech Data’s Endpoint Solutions portfolio, previously known as the company’s broadline offering, primarily includes PC systems, mobile phones and accessories, printers, peripherals, supplies, software and consumer electronics.
  • Tech Data’s Advanced Solutions portfolio includes primarily data center technologies such as storage, networking, servers, advanced technology software and converged/hyperconverged infrastructure. This portfolio also includes next-generation technologies such as cloud, IoT, mobility, security and analytics solutions.

“Our refreshed brand has a new purpose, vision and mission that shows the excellence of execution for our end-to-end technology portfolio,” Dutkowsky said.

In addition to the company’s two solutions portfolios, Tech Data will continue to go to market with three specialized solutions: Datech Solutions, Maverick AV Solutions and Global Computing Components. Azlan, Tech Data’s pan-European enterprise specialist brand, will be transitioned over time and will be incorporated into the company’s Advanced Solutions portfolio.

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Jim Love, Chief Content Officer, IT World Canada

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Paolo Del Nibletto
Paolo Del Nibletto
Former editor of Computer Dealer News, covering Canada's IT channel community.

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