Nitel just unveiled its new brand, complete with a new logo, website and tagline — “smarter technology made simple.”

The company said the new brand centers around “simplifying complex technology challenges for today’s enterprise organizations so they can operate with greater productivity and have the freedom to focus on other critical business issues.”

Nitel’s Jason Borkowicz

Jason Borkowicz, Nitel’s vice president of marketing, tells channel Partners the new brand is a “reflection of how we continue to grow to support the needs of both customers and partners.”

“Most recently, we expanded our offerings to include SD-WAN and a suite of managed security services,” he said. “Our partners want to deliver managed solutions that address a wider scope of needs for their customers. Nitel offers that through a simplified experience, which is embodied in the new brand.”

The new brand gives partners a better way to communicate the value Nitel brings to their customers, Borkowicz said.

“Technology isn’t getting simpler on its own, nor is the landscape of providers,” he said. “We look to enable their success by bringing value that’s unique in the marketplace, delivering highly customized solutions in a way that simplifies the lives of their customers and allows them to focus on what they do best.”

Nitel first introduced the new brand to partners in April to help prepare them for the transition. At the time, Jason Dishon, vice president of marketing and sales, said the company has “changed a lot over the years and we updated our brand to reflect that.”

“We worked closely with key partners in developing the new brand, and their feedback has been positive,” Borkowicz said. “It more accurately reflects the scope of what we do best — and where we’re headed. All along we’ve been focused on tailoring customized solutions for customers and partners by delivering the best possible experience. The new brand communicates that commitment concisely and provides a strong foundation for where we’re headed.”

Last week, Nitel announced it has entered a strategic partnership with Nextiva to provide agents and customers with a comprehensive offering for their network and UC needs.