DigiKey’s Refreshed Brand

About Project

Over the last 51 years, DigiKey has become a global leader in electronic component distribution. The DigiKey brand was already a strong and iconic asset, but it had even greater potential. The company realized it had an opportunity to tell the DigiKey story more effectively and with greater intention. Over the last year, the company worked with Lippincott, a global branding agency, to clarify, evolve, modernize, and codify the DigiKey brand, including:

• Brand purpose: Articulating their story and what makes them special
• Visual identity: Refreshing how they bring their brand to life through design
• Verbal expression: Sharpening their voice and what they communicate to key audiences
• Brand architecture: Clarifying the roles of their brands and how they relate to one another
• Activation of the brand: Introducing the brand strategically and thoughtfully

The new visual identity is an important means of conveying a new brand story and positioning DigiKey as a leader in the market. It is the visual expression of who they are, where they’ve come from, and where they are heading. These shifts modernize the brand for the future while also staying true to their legacy and helping them stand apart from competitors.