Insight in brand overhaul

Global reseller says logo and brand refresh reflect how the industry has changed since it set up shop in 1988

Insight Enterprises has become the latest IT supplier to call in the brand consultants after concluding its traditional logo and corporate values were not fit for today's B2B technology backdrop.

The global IT reseller this week unveiled a new livery and new set of core values which it says reflect advances in the industry since it began life as a hard drive flogger 27 years ago.

Gone is the old black logo with a red triangle representing the dot of the second 'i', in favour of a gentler grey one suffixed by four interconnected pink and red 'i's.

Meanwhile, Insight has a new mission statement, which sees it strive to "make meaningful connections to help businesses run smarter".

The overhaul embodies the dramatic shift the industry has undergone in recent years from information technology to "intelligent technology that business leaders demand to help their business run smarter", Insight said.

"In the past, IT success has been measured by factors such as network availability and server uptime," said Insight chief executive Ken Lamneck.

"But new metrics tied to core business outcomes including growth, market share, customer experience and profitability now matter just as much, if not more. Insight's approach to intelligent technology and our new brand embody this fundamental marketplace transformation."

Insight said the four interconnected 'i's in its new livery "signify the meaningful connections Insight makes with its clients, partners, and teammates". The logo is open at the centre to "signify the possibilities that technology will play as businesses transform and innovate for the future," it added.

The NASDAQ-listed behemoth also has a new set of core values in the form of hunger, heart and harmony.

Insight is not the first global channel goliath to undergo a brand overhaul in recent times, with Ingram Micro last year ditching its traditional logo in favour of a blue one with a tilted 'g', which it said symbolised its "agility and transparency to customers".