Tech Data applies global unified branding

Tech Data has a new brand identity, highlighting the company’s expanded reach and capabilities as a specialist in technology distribution and services. Following the company’s acquisition of Avnet’s Technology Solutions business earlier this year, Tech Data has established a single global brand in all of its markets throughout the world.

“As we evolve our business in anticipation of what’s next, the Tech Data brand has evolved as well. Today we are proud to introduce the new Tech Data and the next chapter in the history of our company,” said Bob Dutkowsky, chairman and CEO of Tech Data. “Our new global brand is cantered on the proven strength of the Tech Data name and provides a unified promise of integrity, expertise and excellence.

To enable a specialized approach while maintaining the exceptional service levels that partners expect from Tech Data, the company 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.

Tech Data’s next-generation technology solutions, as well as the company’s services offering, including lifecycle, CRM, integration and supply chain services, span its Endpoint and Advanced Solutions portfolios. 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.

While Tech Data’s logo will not change, the company’s colour palette and graphic devices have been updated to incorporate both its foundation and its new dimensions, blending the unique capabilities of Tech Data and Technology Solutions into a modern, global brand. Tech Data has also introduced new purpose, vision, and mission statements.