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Redington unveils new global brand identity

New brand identity reflects the core values of Redington as a contemporary and innovative company

The new identity carries forward Redington's core values on which the company is built.
The new identity carries forward Redington's core values on which the company is built.

Redington, the $6bn distribution and supply chain provider for international brands in the IT and mobility sectors, has unveiled a new global brand identity and tagline: "Seamless Partnerships".

As an IT and mobility solutions distributor, Redington is in its 25th year of operation and the new branding builds on its well-established reputation in the industry.

Raj Shankar, managing director, Redington, commented that: "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."

Shankar added that the new identity carries forward Redington's core values on which the 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 said.

He added that Redington is committed to do everything to achieve its ultimate goal of being the preferred company for connecting buyers and sellers. "Re-emphasizing the word ‘preferred' as in a competitive world, Redington wants to build and grow lasting partnerships," he said.

Established in Chennai in 1993, Redington is a well-known global brand having its operations across India, South Asia, Middle East, Africa, Turkey and CIS Countries. With a strong network of 37,500 channel partners, Redington distributes more than 200 IT brands across 24 markets and has leadership position in most markets and brands.