Dimension Data, the $4.7 billion specialist global IT services and solutions provider announced that it has refreshed its corporate brand identity to better reflect its role in providing consistent end-to-end services across multiple geographies and multiple technologies. At the same time, the company has rebranded its wholly-owned Asian subsidiary, Datacraft, to Dimension Data.

With a bold new strapline "Accelerate your ambition", the company wants its new brand identity to resonate as one brand globally across 49 countries on five continents, serving its clients in a more standard, consistent way.

Dimension Data CEO, Brett Dawson said, "Our journey of becoming a services-led business is on track. Dimension Data’s refreshed brand identity is connected to this journey. We need to ensure our brand aligns to our business strategy and positions us for the future," he explained and emphasised that Dimension Data’s client centric and services led approach would be emphasised in the brand positioning.

"Our brand has stood the test of time over the past 28 years and helped us grow into the highly successful, global business we are today. Rather than radically change the logo, we have modernised it and the other visual expressions of the brand to better align to our business journey, our aspirations, and be more relevant and credible in today’s marketplace."

The new, brighter green logo communicates a younger look that is fresh and energising, and more indicative of the energy of the Group’s over 12,300 employees. The softer and less rigid design also reflects the company’s focus on its goals of being open, approachable and client centric.

Dawson said the brand refresh project began three years ago when the Group carried out extensive research among its clients around existing brand perceptions and client requirements. “Our survey results clearly pointed to clients demanding more service-centric solutions. In addition, overwhelming feedback was that Dimension Data’s employees set us apart in the marketplace.

"Services is all about people. People are at the heart of everything we do – from our employees to our clients. We wanted to ensure the visual expression of our brand aligned to this sentiment."

The other key driving force behind the refresh initiative is that clients want the same service irrespective of their location. This means providing clients with a globally consistent experience across the full lifecycle of services incorporating the professional services, product fulfilment, and managed services and IT Outsourcing, that are required to deliver the optimum performance of their IT operations," added Dawson.

Both Dimension Data and Datacraft are also standardising the email addresses of their 12,300 employees worldwide to make it easier to contact a Dimension Data employee anywhere in the world.

The Group rolled out its brand refresh in the digital domain via social media, along with events, mobile campaigns and online charity drives. The 24-hour "follow-the-sun" launch across the globe kicked off in New Zealand, and was tracked via social media sites through Asia, Australia, the Middle East & Africa, Europe, and the Americas. To read the latest news and information and join in the conversation, follow us on Twitter and Facebook.