On May 18, Thief River Falls, Minnesota-based electronic components and automation products distributor DigiKey Electronics announced it has unveiled a new logo and brand.

The company says the rebranding effort includes an updated color palette and typeface, tagline, simplified name (they’ve ditched the hyphen) and brand voice.

“Reflecting DigiKey’s evolution and commerce leadership position, the new look was debuted at the EDS Leadership Summit in Las Vegas and will roll out throughout 2023,” the company said in its announcement.

DigiKey ranked No. 4 on MDM’s 2022 Top Electrical Distributors list.

“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,” according to DigiKey’s announcement. “It was designed 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 global creative consultancy Lippincott to create the new brand. In April, the company announced it was celebrating its 50th anniversary.