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Logo & Identity

Avnet is a guide for their customers - helping navigate elaborate supply-chains and global vendors. The “A” was designed to show focus and direction – a path forward. We also changed from a red to green color palette to convey optimism and growth. The horizontal green bar at the bottom of the mark was inspired by the cursor from early computer screens, and our font Aperçu Mono was also picked for it’s resemblance to programming code.

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The A Frame

The “A” has a large role in the visual system. It’s used to draw attention to the most important person, place, thing or thought within the frame. It shows the brand continually focused on the moments of critical value for their customers.

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BRAND ARCHITECTURE

Avnet came to us as “the biggest b2b company that nobody knows about.” A global tech supplier, Avnet is made up of countless sub-brands, products, services, and acquisitions—all contributing to a muddled brand identity and distracting from Masterbrand recognition. Avnet needed a way to consolidate and organize its portfolio, as well as a unified way to show the world what they do. RedPeak developed a brand architecture to strengthen Avnet’s visibility while intuitively showcasing each of its properties and offerings.

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