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Redington unveils new brand identity

by Stuart Wilson, Monday 26 February 2018

Redington has unveiled a new logo
Redington has unveiled a new logo

Distributor Redington has whipped the covers off its new global brand identity including a new logo and tagline.

The distributor has significant presence in India, South Asia, Middle East, Turkey and Africa with sales running at approximately US$6 billion per annum.

Established in Chennai in 1993, Redington’s new tagline is ‘Seamless Partnerships’. With a strong network of 37,500 partners, Redington currently distributes more than 200 brands across 24 markets.

The new brand identity aims to reflects the core values of Redington as a contemporary and innovative company, which has developed its messaging strategy to reflect its evolution as a brand and its global role as one of the largest providers in the supply-chain solution industry.

Raj Shankar, managing director at Redington, commented: “I am proud to launch our rejuvenated brand and visual identity that fully reflects what we stand for as an organisation. This is not a mere change of brand identity but a coming of age for Redington, a transformation that the company is engineering to take it to the next level.”

“The new identity carries forward our core values on which our company is built – adaptability, collaboration, know-how, objectivity, simplicity, transparency and trust. We look to expand our horizons from being a ‘Brand behind brands’ to a platform that enables ‘Seamless partnerships’,” he added.

“Redington is committed to do everything to achieve its ultimate goal of being the preferred company for connecting buyers and sellers. Re-emphasising the word ‘Preferred’ as in a competitive world, Redington wants to build and grow lasting partnerships,” Shankar continued.

The new Redington tagline is pretty self-explanatory.

If you want the full brand consultancy blurb, here it is: “The new tagline – ‘Seamless Partnerships’ – illustrates the way Redington does business and where the brand wants all its energies to be aligned upon. Creating enormous value to the brands and partners that it handles and transforming from end-to-end supply chain management to a slew of services like marketing, data driven intelligence, solutions and consultancy.”

The new logo is clear and simple and retains green as the core colour of Redington’s identity.

If you want to read the full brand consultancy blurb about the logo, here it is: “The new logo of Redington symbolises synergy – while the existing colour green has been retained, different shades have been introduced as well, keeping in mind the ever-expanding portfolio and services of the company. It represents the synergy and oneness that Redington possesses as an organisation - be it with vendors, customers, team, the environment, technology and the ecosystem within its circle of influence.”

That’s only half the story. The blurb continues: “The latticed geometric design depicts technological innovation as well as simplicity in complexity. The symmetrical form shows harmony between Redington and the other organisations that it collaborates. The energy is depicted in the reverse white lines, also representing the common thread of Redington’s philosophy and spirit running through the organisation towards a common good.”

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May, 2021

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