DigiKey debuts rebrand with new logo, brand identity

DigiKey, a global distributor offering a comprehensive selection of technical components and automation products, has unveiled an update to its brand system including a refreshed logo, updated colour palette and typeface, tagline, simplified name and updated brand voice. The new look was debuted at the EDS Leadership Summit in Las Vegas and will roll out throughout 2023.

Dave Doherty, president of DigiKey, said the company’s focus has centred on accelerating progress for every engineer, designer and builder for 50 years. “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,” Doherty said.

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. It was designed to emphasise progress and connection with suppliers and customers while reflecting DigiKey’s digital-first perspective. The updated 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 image while conveying modernity. Tim Cunningham, senior partner of brand strategy at Lippincott, said the design work on DigiKey’s brand refresh combined its legacy of success with a vision for future opportunities and growth. “The new brand system supports the core business and creates paths for bolder moves within an innovative industry,” Cunningham said.

An overview of the updated brand system can be viewed here.

Image credit: iStock.com/sankai