New identities: This year’s most significant rebrands

As technology evolves, so do partners, with many opting for an updated look to symbolise a new momentum

More often than not, new chapters are accompanied by a title.

These indications mark the start of a new journey or a significant evolution

This year, the channel saw many such transformations.

Partners not only signalled a shift in their priorities; culture, ambitions, and goals have been infused with new energy, leading to significant and impactful changes and broader horizons.

What follows is a rundown of the biggest brand reinventions of 2025.

Arc

Arc Systems rebranded to Arc earlier this year, marking a change in the company's strategy.

This comes as the firm’s revenue leapt from £10.5m to £23m in 2024, with 23 per cent organic growth and the remainder driven by acquisitions.

As the company undertook a segmentation of its account base following his appointment, he told CRN he intended to double down on recruiting more staff and putting a new go-to-market plan in place.

To reflect this new approach to business and growth, Arc Systems became Arc, followed by a full stop.

Simpler, sharper, straight to the point.

Intec Micros

Intec Micros unveiled a new brand identity a year after the appointment of new leader John Hayes-Warren, to showcase the three core principles on which the company wants to build: agility, channel specialism and customer partnership.

Under the new tricolour banner, technology distribution, valued-added IT services and consultative expertise now make up the company’s three main offerings.

The distie also launched a new e-commerce platform designed to offer a more efficient purchasing option for customers and will aim to make more strategic investments in sectors such as marketing, pre-sales consultancy and technical expertise.

“Technology distribution is changing, and so are we,” said Hayes-Warren.

“But we’re doing it with intent.

“We’re doubling down on expertise, responsiveness, and the human touch.”

Hammer

Exertis Enterprise, following the buyout of its sister company Exertis IT by private equity investor AURELIUS, reverted to its historic Hammer name, marking the final break from its former identity.

MD Jason Chibnall said the return to the Hammer name was about “clarity” after years of explaining how the unit differed from its UK namesake.

“It’s been an honour to be part of a global brand that the industry recognises, but with that recognition came assumptions - that we operated and delivered in exactly the same way as Exertis UK,” Chibnall said.

“The reality is that Hammer has always done things differently: our methods, our ethos, and above all our people-powered approach.

“Time and again we found ourselves explaining who we were not, until the words ‘we are Hammer’ immediately transformed perception.

“Today we are making that truth official once again.”

Centelli

London-based firm Centelli rebranded in October to reflect its transformation from a business intelligence (BI) services firm to an intelligent automation, AI and BI solutions provider.

“As Centelli grows, so does our commitment to solving real business problems with human-centric automations and intelligent workflows,” said Aneesh Gupta, the firm’s founder and MD.

“Our new brand identity marks a strategic evolution - one that aligns with our expanding capabilities, sharper focus, and renewed energy.”

Air IT

Air IT Group revealed a new brand identity to breathe new life into its strategy.

Following a period marked by organic growth and acquisitions, the reseller has consolidated its expertise across cybersecurity, cloud, connectivity, business intelligence and IT support into a unified offering.

“We’ve made significant investments in building true in-house expertise across automation, AI and cybersecurity” said Barney Taylor, CEO of Air IT Group.

“Our new brand reflects our evolution as an organisation: building a single intelligent technology stack that gives SMEs the platform they need to grow.”

DCC Technology / Nexora

DCC Technology renamed itself Nexora this month, showing a new identity full of colour as the group evolves into a unified and purpose led community of specialist businesses.

With this change, the organisation wants to place emphasis on its people, as employees were invited to propose names for the new identity, with more than 400 ideas submitted.

Nexora was eventually selected, with “Nex” standing for next and “Ora” meaning energy, as the firm wants to stress its commitment to delivering progressive technology.

“This is an exciting milestone for our business,” said CEO Clive Fitzharris.

“Nexora reflects who we are today and where we are going, a community of specialist businesses built on deep expertise and strong partnerships.

“It is an identity and direction which captures our energy, our ambition and our belief in the power of technology to enrich lives.”

Nuvias UC / Konekt

After the sale of its hardware and associated services business to Northamber, the name Nuvias UC is no more. Welcome Konekt.

The firm, which will now focus on its software and services business, is relaunching as Konekt, a cloud communications platform and services firm which will aim to tackle the opportunities of the next era of cloud comms.

The company is set to fully exit hardware across Europe before the end of the financial year.

The entity already delivers £40m in GII revenue, serves over 400 customers across Europe and is growing at more than 25 per cent year-on-year.

“This strategic pivot allows us to deepen our expertise in cloud communications platforms and services where our partners need specialist support most,” said Joel Chimoindes, CEO of Konekt.

“The cloud communications landscape is evolving fast. AI is reshaping expectations, legacy infrastructure is being phased out, and demand for integrated, scalable solutions continues to rise.

“With our focused vendor set and strong technical capability, Konekt is well-positioned to help partners take full advantage of this shift.”