Ingram Micro unveils new brand strategy as part of wider growth plans
Ingram Micro has today (June 23) refreshed its branding as part of plans to gain wider appeal and provide better understanding of its business to the market.
The new branding (pictured) includes a completely new design, which also sees the word Mobility – introduced 16 months ago (February 25) following its purchase of BrightPoint in 2012 for £532 million – dropped from its signage.
It means Ingram Micro will have a single ‘voice’ in the market encompassing its entire portfolio of products and services – centred around mobility, IT, cloud and logistics.
The firm, which claims to be “world leader” in technology and supply chain services and had revenues in excess of £25 billion last year, unveiled its new design this afternoon and has gone live across its 39 markets covering six continents.
Ingram has also adopted a new accompanying message with the new design: ‘Ingram Micro Helps Businesses Realise the Promise of Technology’, replacing the previous ‘Partner Smart’.
Ingram Micro has around 10,000 reseller customers in the UK in total. It has direct distribution agreements with a number of major handset manufacturers including HTC, Nokia, Samsung, BlackBerry, Acer, Alcatel as well as Seals and Kurio.
Its chief executive Alain Monié said the redesign marks an evolution of the 35 years of the firm’s history (expansion of products and services through acquisitions) and portrays an identity that is both simple to understand as well as modern.
“This is more than a logo change; we view this brand refresh as an investment in our future,” he said. “Ingram Micro has made bold new moves with recent acquisitions, establishing global business units and developing a more global and customer-centric mindset. Refreshing and repositioning the Ingram Micro brand is a natural next step in our company’s growth and success.
“We want to present an identity that is simple, modern and represents who we are. We have the capabilities, insight and experience to help our partners – and their customers – understand, acquire and use technology to be more competitive.”
New design explained by Ingram Micro: ‘’The bold new look incorporates a blue that is both eye-catching and pleasing, while the letters convey the strength and dependability of a true, world-class leader. The tilt of the G signals acceleration and agility, while its virtual absence reinforces transparency and the company’s unique insights.’
An extended story including exclusive interviews with Ingram Micro will feature in the next issue of Mobile News (issue 567), out Monday, June 30.