This year represents a transformational moment for Digi as a company. We celebrated our 30th birthday. We have a new CEO. We’ve made a new acquisition and have brought on customers that represent some of the world’s most innovative companies.
Not too long ago, we held a retirement gathering for one of our long time employees. She’d been with the company for 28 years. She and others who have been here for the long haul started sharing stories about how things were in the early days. The stories were the perfect anecdote for how much things have changed over the years—over the decades. Those stories show how much Digi have evolved. But just as much as they show Digi’s evolution, the stories represent our powerful foundation of strength that we’re carrying into the future.
About 18 months ago, we set out to define how we would bring the meaning of that foundation and evolution to our customers, partners and the public in the clearest way possible. We asked ourselves: “how can our brand embody the sentiment of the stories our employees tell? How can our brand articulate why those innovative companies turn to Digi over others?”
To start, we went back to our roots. To our core value: listening. With 30 years of history and our diversity of experience, that’s what made sense. You can find Digi products in vast oil fields, intensive care units, crowded freeways, factory floors, and in retail stores on Black Friday. There are millions of devices deployed in the world, each with a critical task to perform. We needed to talk to the people who depend on those connections in order to articulate our mission best.
So, we conducted deep customer and partner interviews, employee surveys and spent time with our partners. All in all, we went through 100 interviews, 125 surveys and 10 workshops—more than 500 hours of listening.
It led us to a key finding: it’s time to modernize the Digi brand, but to emphasize not change, who we are at our core.
So, here we are today.
What is the new brand?
At its core, we have the brand promise, what you can expect from Digi, why would you choose Digi:
Digi works with you to solve mission-critical and business-critical machine communication challenges in the most demanding environments. You get proven, no-nonsense solutions that work, and keep working. With Digi, you can create, deploy and manage your M2M and IoT connections with confidence.
What we heard in those 500+ hours of research is that there’s something our customers get when they choose Digi: trust. They trust the people, the products and the company.
You’ll see “connect with confidence” as our new tagline and continued promise to you. You’ll also see the evolution of the Digi corporate logo. It represents exactly what the tagline does: sturdy, solid, reliable Digi. We’ve also gotten Digi out of the box and added a new shade of green—energetic and agile. We are company that our customers can connect with confidence, and we’re dedicated to doing so with fresh energy.
Thank you to everyone who took the time to play a role in this process. Listening to you has helped us get to a place where we’re truly sharing who we are with the world.
We’d love to hear your thoughts in the comments section below.