Series 12 – Episode 9 – DigiKey: the refreshing of the brand

21st July 2023
Paige West

Paige West visited DigiKey’s office in Munich to speak with Tim Carroll, Global Head of Marketing, and eCommerce, about the company’s recent branding refresh.

DigiKey’s new look was debuted at the EDS Leadership Summit in Las Vegas and has been rolling out throughout 2023.  

“It was really looking at what is the promise that DigiKey makes the customers and suppliers and partners,” said Carroll. “So, we spent a fair amount of last year just as a leadership team talking to customers, talking to our supplier partners ad with new media partners around what [they] think of DigiKey.”

The new look included a refreshed logo, updated colour palette and typeface, tagline, simplified name, and updated brand voice.

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, forward-looking perspective. The refreshed brand identity also features a simplified company name to better reflect its deep technical product and digital solutions portfolio.

“We want to tell more stories about how we’re using technology to help our customers,” notes Carroll. “I think it will differentiate DigiKey as an innovator in making sure we make the buying process and shopping process as seamless as possible.”

Carroll goes on to talk about the company’s 50th year in business, a new distribution centre that has opened up in Thief River Falls, and DigiKey’s plans for the future.

To hear more about the brand refresh, and much more, you can listen to Electronic Specifier’s interview with Tim Carroll on Spotify or Apple Podcasts. 

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