On March 20, electrical and industrial supplies distributor Turtle & Hughes, Inc. announced that it has launch a new brand in conjunction with its supplier expo.

The company has shortened its name to simply Turtle, in line with “Turtle Rethink 2023: A Supplier Expo,” an event that took place at the Hilton Meadowlands in New Jersey.

In January, Turtle began celebrating its 100th anniversary.

“The event showcases Turtle’s new brand unveiled yesterday before the company’s employees, and the company’s progress towards a net carbon zero future through the dynamic collaboration among manufacturers and customers that has characterized its 100-year history,” Turtle said in an announcement.

Turtle said the company is advancing what it calls “radical collaboration,” which includes partnerships to create aspects such as Turtle Technology Services, a new line of business in cybersecurity consulting addressing key challenges its customers face.

“2023 is our centennial year, and we are using this milestone to convey who we are today: a strategic energy solutions leader helping our customers with their most challenging design, engineering, and electrification needs,” said Jayne Millard, Turtle’s Executive Chairman of the Board and great-granddaughter of one of its founders, M.B. Turtle. “We are proud to host our partners in helping our customers build smarter and more sustainable ways for communities to live, work, and move in the future.”

Turtle added that it has launched a new line of business in cybersecurity consulting, Turtle Technology Services, which addresses key challenges its customers face. Headed by Chief Technology Officer and Chief Information and Security Officer David Magee, the unit will deliver cybersecurity solutions, services and consulting to Turtle customers and prepare them to meet the standards of cybersecurity care that are increasingly expected by their clients, their boards and their regulators.

“Turtle has been a key consultative partner to many of our customers in cybersecurity,” Turtle CEO Kathleen Shanahan said. “Now as we broaden these offerings, we are fortunate to have David’s gravitas and passion in leading this exciting new business line that will be critical for all organizations and industries.”

The company’s supplier expo featured energy-efficient technology and infrastructure innovations that can re-engineer workspaces, harvest sunlight, scale EV charging options and reduce light pollution for airports, universities and commercial buildings.

“2023 is our centennial year, and we are using this milestone to convey who we are today: a strategic energy solutions leader helping our customers with their most challenging design, engineering, and electrification needs. We are proud to host our partners in helping our customers build smarter and more sustainable ways for communities to live, work, and move in the future,” Millard said.

Read more about the rebranding and expo here.

Yesterday was an amazing first day of Turtle 2023: “Year of the Rethink”. Turtle announced their new brand strategy focused on “Rethinking energy advancing tomorrow”. Welcome to the new Turtle experience. #turtlerethink #branding #energy #sustainability #energysaving pic.twitter.com/PH9YM6h1io

— Turtle & Hughes (@TurtleandHughes) March 20, 2023