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Making a traditional enterprise-level company a darling of the design world

From the parts in your washing machine to the cloud that runs analytics in a hospital, Avnet distributes electronic components, computer products and embedded technology worldwide. Beyond parts, Avnet creates custom software and hardware solutions that help the IT industry serve its customers better. However, it is Avnet's collaborative spirit and extensive experience that really sets them apart, making them one of Fortune's "World's Most Admired Companies" for 9 years running.

Due to Avnet’s business-to-business status and inherent need to feature product brands over its own, Avnet remained behind the scenes, touting itself as “the biggest brand you’ve never heard of.” With RedPeak’s help, Avnet worked to change this perception. RedPeak built a brand for Avnet that positions the company as more than a parts distributor— a brand offering confidence, sparking inspiration, and designing technology solutions for humanity.

The Avnet brand is designed to be smart, friendly, simple, and—from a practical standpoint—able to stand out comfortably on a spec sheet alongside numerous other tech brands. The hallmark of Avnet’s visual system is an A-frame symbol that represents focus and clarity, and brings a modern, tech feel to the brand.

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