Dicker Data ditches old logo, rebrands for "new era"

Dicker Data has unveiled a new logo to signal a “new era” at the distributor, and said it will also retire the Express Data brandname this year.

Today's announcements spells the end for distie's "dd" logo, abandoning the rounded look for a more angular logo featuring the words “Dicker Data”.

The company is also rebranding Express Data New Zealand to Dicker Data NZ Limited, with the transition to the new branding expected to be complete by the end of the year. The Express Data name is expected to be completely retired across Australia and New Zealand by the of of 2015.

The change represents a “significant milestone” in the integration of the two companies, according to a statement.

Chief executive David Dicker said: “I believe now is the right time to change our company logo. As our company continues to evolve and grow post‐acquisition, we have truly broken the mould of who we were.

“We’re now able to offer many more vendors and solutions while maintaining our high standards of customer service. Our growth into markets such as cloud and software distribution are a clear representation of how our business is evolving and we’re changing our logo to mark this new era for [Dicker Data],” he said.

Dicker Data's new look follows hot on the heels of a rebrand by its biggest vendor partner: Hewlett Packard Enterprise unveiled its new logo last week – a green rectangle over the company’s name.

Distributors have also shaken off their old images in recent times, with Ingram Micro dropping its red and blue look and cloud licensing provider Newlease changing its name to Rhipe.