Ingram Micro has rebranded with a new logo that represents its "evolution from a distribution powerhouse to the world leader in technology and supply chain services".
The corporate refresh comes after some major investments in the past year, including the acquisition of cloud aggregator SoftCom in September and e-commerce firm Shipwire in October, and the launch of its cloud marketplace in November. Ingram has made 22 acquisitions in the past decade.
Ingram Micro's ANZ managing director Matt Sanderson described the new brand as a "fresh, bold" change, saying it brings "new energy" to the company.
“We believe the new brand defines and differentiates us in market as it speaks to our core business values," Sanderson told CRN.
Ingram Micro CEO Alain Monie said: "Ingram Micro has made bold new moves with recent acquisitions, establishing global business units and developing a more global and customer-centric mindset with an agile, insightful and dependable culture.
"Refreshing and repositioning the Ingram Micro brand is a natural next step in our company's growth and success. It signals our evolution from a distribution powerhouse to the world leader in technology and supply chain services. Our new brand identity and strategy is a reflection of a bold new Ingram Micro."
According to a company statement, "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. Agility, insight and dependability, these are all qualities valued by Ingram Micro's partners."
Locally, the distributor has been on the turnaround trail, growing Q4 revenues in the "low double-digits", marking four successive quarters of growth.
Ingram Micro was founded in 1979 and had 2013 revenues of US$42.6 billion.