DigiKey, a leading global commerce distributor offering the largest selection of technical components and automation products in stock for immediate shipment, has unveiled an update to its brand system. Particularly, the company introduced a refreshed logo, updated color palette and typeface, tagline, simplified name and updated brand voice. DigiKey announced the new look at the EDS Leadership Summit in Las Vegas and will roll out throughout 2023.

“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.”

Exemplifies Company Evolution

The updated logo and brand system is an evolution of the company’s historic look that allows for design flexibility across digital platforms while reinforcing an engineered feel in a more modern, timeless way. The design aims to emphasize progress and connection with suppliers and customers while reflecting DigiKey’s digital-first, forward-looking perspective. The refreshed brand identity also features a simplified company name to better reflect its deep technical product and digital solutions portfolio.

DigiKey partnered with Lippincott, a global creative consultancy, to refresh the brand’s iconic elements while conveying modernity.

“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.”

An overview of the updated brand system can be viewed here. For more information on DigiKey, visit www.digikey.com.