With the goal of creating a unified brand since the company’s acquisition of Avnet Technology Solutions, earlier this year, Tech Data on Wednesday announced that it has established a single global brand for the newly combined organization.

The company is retaining the Tech Data logo but the company’s color palette and graphics have changed, reflecting the blended capabilities of Tech Data and Technology Solutions.

“As we evolve our business in anticipation of what’s next, the Tech Data brand has evolved as well. Today we are proud to introduce the new Tech Data and the next chapter in the history of our company,” said Bob Dutkowsky, chairman and CEO of Tech Data. “Our new global brand is centered on the proven strength of the Tech Data name and provides a unified promise of integrity, expertise and excellence,” he added.

What partners need to know is that there are now two primary solutions portfolios under the Tech Data brand:

Tech Data’s next-generation technology solutions, as well as the company’s services offering, including life cycle, CRM, integration and supply-chain services, span its Endpoint and Advanced Solutions portfolios.

In addition to the company’s two solutions portfolios, Tech Data will continue to go to market with three specialized solutions: Datech Solutions, Maverick AV Solutions and Global Computing Components. Azlan, Tech Data’s pan-European enterprise specialist brand, will be transitioned over time and will be incorporated into the company’s Advanced Solutions portfolio, according to the distributor.